Final

BVDU Institute of Management, Kolhapur
PROJECT REPORT ON
“A STUDY OF MARKETING STRATEGIES IN HINDUSTAN

PETROLEUM”
With special reference to
“KORGAONKAR PETROL PUMP”
Submitted To
BHARATI VIDYAPEETH UNIVERSITY, PUNE
For the Partial fulfillment for the award of the Degree of
BACHELORS OF BUSINESS ADMINISTRATION
Submitted By
MR. JINESH SHAH
Under the Guidance of
DR. R.D.Jadhav
Through The Director
BHARATI VIDYAPEETH UNIVERSITY
INSTITUTE OF MANAGEMENT, KOLHAPUR
2022-23
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DECLARATION
To,
The Director,
B.V.D.U. Institute of Management,
Kolhapur.
I, MR. JINESH SHAH, hereby declare that the project titled

“A STUDY ON MARKETING STRATEGIES OF HINDUSTAN
PETROLEUM” is written and submitted by me. This has not been previously
submitted in any form for the award of any Degree or Diploma or other
similar title of this or any other University or examining body. If it is found
copied, at any stage the University can take any action it deemed fit.
MR. JINESH SHAH
Place: Kolhapur Date:
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GUIDE’S CERTIFICATE
This is to certify that the project report entitled “A STUDY ON

MARKETING STRATEGIES OF HINDUSTAN PETROLEUM” submitted
herewith for the award of the degree of Bachelor Of Business Administration
Of Bharati Vidyapeeth (Deemed to be University), Pune is the result of the
original project work completed by Jinesh Jayesh Shah under my
supervision & guidance & the best knowledge & belief the work embodied
in this project has not format earlier the basis for the award of any degree
or diploma or similar title of this or any other University or examining body.
DR. R.D.Jadhav
Place: Kolhapur
Date:
Project Guide: DR. R.D .Jadhav Director
Index
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Chapter Title Page No.

No.
1. Introduction
i. Introduction
ii. Statement of Problem
iii. Objective of the Study iv. Scope of Study
v. Conceptual Research
5 to 16
2. Organization Profile
i. History
ii. Organizational Structure
iii. Board of Directors
iv. Product and Services 17 to 26
3. Theoretical background 27 to 44
4. Data Analysis 45 to 65
5. Findings, Suggestions and Conclusion 66 to 69
6. Annexure
7. Questionnaire
8. References
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CHAPTER 1-
INTRODUCTION
1.1. INTRODUCTION TO THE STUDY:-
This project is related to the study of marketing strategies of Petroleum
industry. It is an attempt to discover intellectual and practical solutions
through the applications of interview methods and field work. The motto
behind this is to GIVE PURE QUALITY AND QUANTITY OF PETROL
to the customer. So it is beneficial to the people using vehicles.
So with the reference to the petroleum industry I have done a project on
“Study of marketing strategies of Hindustan Petroleum with reference to
Damodar Shivram & Co. Petrol Pump in Kolhapur,”. Through the survey I
have observed that on the outskirts of Kolhapur there are few petrol pumps
which provide good quality petrol but do not get customers in the market. So
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Damodar Shivram & Co. Petrol pump is helpful for people who need good
quality petrol near that area.
After independence the growth in the economy of the nation had started.
People started forming business and therefore the industries started growing.
Industrial sector started their development across India. This industrial sector
also came into being in Kolhapur.
To start a business where machineries where required, it was
difficult as there were no fuel providers in that area. People had to travel far
to bring in the fuels as well as it was difficult for people who had vehicles.
That is when the Damodar Shivram & Co. Petrol Pump was
started. In a small area near the Sangli Phata road, this petrol pump was started
after 33 years of independence, that is, in the year 1980.
This petrol pump was started with one hand pump as there were
no electric pumps in those days. This petrol pump supplied diesel to the
nearby industries as well as the vehicles passing by.
This turned out to be the first petrol pump in that area. This petrol
pump is the answer to the industrial sectors problems with fuels. They provide
diesel in large quantities to the big industries of that area as well as provide
petrol and diesel that pass by over the highway.
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1.2. STATEMENT OF THE PROBLEM:-
As this petrol pump is closer to the service area, there are a lot of small
scale industries which do not need fuels often. Their machineries are
less. Also this petrol pump in not on the highway area but near the
highway area therefore the large vehicles or other passer bys do not
turn in to this petrol pump.
Therefore though this study, we are going to observe the
marketing strategies of the business, what are their problems and
prospects and how they can overcome them.
1.3. OBJECTIVES OF THE STUDY:-
The main objective of the study is to ‘Study of Marketing strategies in
Damodar Shivram & Co.Petrol Pump in Kolhapur’.
1. A study of problems in the petroleum industry in marketing
strategies.
2. To identify market for petroleum industry.
3. To find out the brand loyalty of customers.
4. To create awareness about various promotion strategies in
Petroleum distribution sector.
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1.4. RESEARCH METHODOLOGY:-
Introduction:
Research Methodology is a way to systematically solve the research
problem. Research is an art of scientific investigation and refers to a search
for knowledge. Research methodology is a science of studying how
research is to be carried out. Essentially, the procedures by which
researchers go about their work of describing, explaining and predicting
phenomena are called research methodology. It is also defined as the study
of methods by which knowledge is gained.
Research philosophy is way of thinking about developing one’s own
knowledge while doing a research. Whereas believes that, it is important to
understand research philosophy because it helps to clarify the research
design. It enable researcher to avoid going up too many blind alleys and
indicate the limitations of particular approaches. Hence, failure to think
through philosophical dimension can seriously affect management
research projects.
Research is a careful investigation or inquiry specially done through
search for new facts in any branch of knowledge- Oxford Dictionary.
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Marketing strategies Research Process:
The Diagrammatic representation of research process-
Generally Research Methodology follows the following steps:
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1. To decide the objective of the study
2. To decide the research design
3. To determine the source of data
4. To design data collection forms
5. To determine sampling designed and sampling
6. To organize and conduct field survey
7. To process and analyze the conducted data
8. To prepare the research report
RESEARCH DESIGN:
Decisions regarding what, where, when, how much, by what
means, concerning an inquiry or research study constitutes to a research
design.
A research methodology is the arrangement of condition of
collection the analysis of data in a manner that aims combine relevance to the
research purposed with the economy in procedure.
Research design means adopting that type of technique of
research which is most suited for the research and study of the problem. For
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the study and the research of the problem proper material has to be selected
and collected for the investigation.
Types of Research:
1. Exploratory research
2. Descriptive research
3. Experimental research
1. Exploratory research design- it is normally based on secondary data. It
does not have a formal and rigid design as the researcher may have to
change his focus or direction depending on the availability of the new
ideas and relationship among variables. The objective of it is to
generate new ideas.
2. Descriptive research design- descriptive research designs are well
structured. Descriptive research design are not always factual and
simple, they can be complex also, demanding a high degree of
scientific skill on the part of the researcher.
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3. Experimental research design- experimental research is analogous to
satisfaction; it ensures that each classification of test units and each
classification of extraneous forces is applied equally to all test units
Sources of Data Collection
The task of data collection begins after a research problem has been defined
and a research plan chalked out while deciding about the method of data
collection to be used for study. The researcher should keep in mind that there
are two types of data.
1. Primary Data
2. Secondary Data
I) Primary Data
Primary Data are time consuming. But it gives accurate result if the
sample is accurately selected. The Data used is not outdated.
There are several methods of collecting data, important ones are:-
1) Interview Method
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2) Questionnaire Method
1) Interview Method :-
In the interview method I was directly contact with respondents and
through the commutations got information from them.
2) Questionnaire Method of Data Collection:-
In the questionnaire method a Questionnaire is contain of questions which
are asked to the Respondents. A special related questions format is prepared
for this. For getting maximum, up-to-date & genuine data, a special
questionnaire is the basicrequirement for this research. Assent group helps me
to develop this Questionnaire. Because of this team work I come to know, the
expectations of the organization. This efforts result in having a multi
dimensions Questionnaire. Alone with this one suggestion form is also
prepare for getting the suggestions or opinions of the Industrialists.
II) Secondary Data
The secondary data are those which have already been collected by some
other agency &Organization to satisfy it’s owned but it is been used by other
department under reference foran entirely different reason.
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Company Publication: Yellow pages, India.Com, MID, Newspapers,
SAMPLING
Research Approach:
My survey is best suited for descriptive research. There search approach
included data collection through personal interviews of the decision Maker.
Descriptive research gives emphasis on description & such studies are simply
fact gathering expedition. Descriptive studies attempt to obtain a complete &
accurate description of situation. The purpose of under taking this survey was
to collect information of market through direct contact.
Research Instrument:
Research instrument used for data collecting is Questionnaire.
Questionnaire: - The questionnaire is prepared in a well-structured and non
form so that it is easily understandable and answerable by everyone. The type
of questions include in the questionnaire are close ended questions, multiple
choice questions and dichotomous questions.
Sample Description:
After deciding on the research approach and instruments, the marketing
strategies research must design the sampling plan:
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Sampling Size:
The size of the sample was selected on bases of time availability, nature of
study and as per convenient. Sample size selected was
Sample Selection technique and methods:
The sampling method adopted for selecting the respondents was convenience
sampling. Convenient sampling is a type of no probability sampling which
involves the sample being drawn from that part of the population which is
close to hand. That is, as ample population selected because it is readily
available and convenient. For example, if the interviewer was to conduct such
a survey at a shopping centre early in the morning on a given day, the people
that he/she could interview would be limited to those given there at that given
time.
The purpose behind choosing this method was lack of information. Also it
was not possible to revisit a place because of large distance. For project work,
interviews had been conducted of customers for data collection purpose.
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CHAPTER 2-
ORGANIZATION
PROFILE
DAMODAR SHIVRAM AND CO.
History-
The firm named DAMODAR SHIVRAM & CO was started in the year 1980,
33 years after independence by ‘ Damodar Shivram’ .
It was started in a small area near the Sangli Phata, Shiroli,
Kolhapur. The area around this place was filled with greenery like a jungle.
When it was started there were no electric pumps so a hand pump was used
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to fill in the diesel. During that time hardly any vehicles were there, so only
5-7 vehicles would pass by the area.
But Damodar Shivram & Co. had the vision to expand and
develop the firm. With the increasing population, there grew a demand in the
increase in vehicles and hence there grew a demand in diesel. Slowly as the
vehicles using petrol grew there was demand in petrol too. Gradually as the
years went by there was increase in sales and the monthly sale grew to 7000
liters of petrol and 30,000 liters of diesel.
Since then there was a growth in the sales of the petrol pump as
the surrounding area grew into a service industry area and it is also close to
the highway.
From 2013- 2017 Damodar Shivram & Co. petrol pump has
become the highest selling petrol pump in South Maharashtra area. Even
though it lies on the service area road and not near the main highway road it
had the highest sales for those consecutive years. The Damodar Shivram &.
family has since then kept in mind the vision and mission and have kept on
the quality of the place.
The Damodar Shivram & Co. group does goodwill through the net
profits. They donate the net profit amount to the needy people. They have
being donating money to the needy one’s like old age homes, orphanages,
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flood attacked places, etc. they believe in giving their minimum amount of
money to the ones in most need. It is the 1st petrol pump where ladies staff
work during the day shift.
Information of Damodar Shivram & Co.Petrol Pump

COMPANY TYPE PARTNERSHIP FIRM
GENRE FUEL SUPPLIERS
FOUNDED 1980
FOUNDER CHANDRAKANT SHIVRAM GADRE
HEADQUARTERS SHIROLI, KOLHAPUR
KEY PEOPLE SANDIP GADRE, RAHUL M. GADRE
REVENUE 10 to 15 Cr.P.A
SLOGAN QUALITY, QUANTITY, QUICK SERVICE
MISSION-
Their mission involves 3 Q’s
1. Quality
2. Quantity
3. Quick service
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It is their mission to provide pure quality of petrol and diesel to their
customer with the proper quantity. They also want to help the customers by
giving quick service to the customers.
GOAL-
The goal of Damodar Shivram & Co.group is as follows
1. To have chain of Damodar Shivram & Co. petrol pump across India.
2. To increase the net profits of the Petrol pump.
QUALITY POLICY-
The Damodar Shivram & Co. group has been providing pure quality
Hindustan Petroleum (HP) petrol to the customers. The tankers used to bring
in petrol are self owned of ‘A’ grade quality. They also ensure that there is no
adulteration in the petrol of diesel.
SWOT ANALYSIS-
SWOT analysis is the Strength, Weakness, Opportunities, Threats
analysis of a company or a firm. It is a study undertaken by an organization
to identify its internal strengths and weaknesses, as well as its external
opportunities and threats. It helps in understanding the problems faced by the
firm and how to overcome it. It is the best way to study the working of an
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organization.The SWOT analysis of the Damodar Shivram & Co. is as
follows:
STRENGTHS-
1. Situated near an industrial area.
2. Closer to the local area and the highway.
3. 24 hours open.
4. Ladies to do the service.
5. Quicker service.
6. Younger and active staff to do the job.
WEAKNESSES-
1. Absence of staff.
2. Loss due to evaporation of the fuels.
3. Less area owned by the group.
4. It is not directly connected to the highway.
OPPORTUNITIES-
1. Situated in the industrial and service area.
2. Discounts in different structures and to the loyal customers.
3. Portable tankers, i.e., fuels will be given to the customers on the spot
at whichever place.
THREATS-
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1. Mobile phones- the waves of the mobile phones can be harmful for the
petrol pump as it can cause explosion. Therefore the staff as well as
the people have to be careful while using their phones.
2. Evaporation- evaporation is caused on a huge amount during the
summers therefore there is huge loss. For each 1 lakh liters, there is
600liter loss for petrol and 200 liter loss of diesel annually.
ORGANIZATIONAL STRUCTURE-
This firm is a partnership firm between the Damodar Shivram & Sons.
There fore there are 2 decision takers who take the decision on mutual
understanding.
Under them come the 4 managers, who look after the different
departments appointed to them, they are the main manager, clerical manager,
accounting manager and the sales manager. Under the main manager are the
two four court managers and then under them are the employees.
The diagrammatic representation of the organizational structure is as
follows:
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THE TWO
OWNERS
MAIN CLERICAL ACCOUNTING SALES

MANAGER MANAGER MANAGER MANAGER
FOUR COURT
MANAGER
(2)
EMPLOYEES
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The petrol pump has 24 hours working. Therefore the workers join in the day
shift and night shift. There female staff is generally working during the day
the male staff joins during the evenings. The day shift working time is from
9 a.m. to 6 p.m. and the night shift working timing is from 6 p.m. to 9 a.m.
There is no fixed payment as such for the employees. They are paid on the
work that they do. They are paid incentives with the progress and profits they
do for the petrol pump.
PRODUCTS AND SERVICES-
They are the dealers of HP Club Petrol and Diesel. They provide pure
quality petrol and diesel to the customers. They have also started door to door
petrol, diesel supply service, which means they provide petrol to address that
has been asked.
COMPETITORS-
As it lies near the service sector area and is close to the
highway there are number of petrol pumps. 21 petrol pumps lie in the radius
of 10km from the Damodar Shivram & Co. pump. Therefore people tend to
skip this place and go further to the other petrol pumps.
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Another competing factor for this petrol pump is the rate
changes. In Karnataka, petrol is cheap by 7rs. And diesel is cheap by 1.5 rs.
than in Kolhapur. Karnataka is only 11 km away from this petrol pump.
Therefore people see to their gains and sometimes skip this place and refill
their tanks in Karnataka.
This petrol pump delivers Hindustan petroleum petrol and
diesel. Some customers do not like this petroleum and tend to go to other
petroleum such as Bharat.
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CHAPTER 3-
THEORETICAL
BACKGROUND
The word ‘petroleum’ has been derived from two Latin words Petra
(meaning rock) and Oleum (meaning oil). Thus petroleum is oil obtained from
rocks; particularly sedimentary rocks of the earth. Therefore, it is also called
mineral oil.
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Technically speaking, petroleum is an inflammable liquid that is composed of
hydrocarbons which constitute 90 to 95 per cent of petroleum and the
remaining is chiefly organic compounds containing oxygen, nitrogen, sulphur
and traces of organo-metallic compounds.
Crude petroleum consists of a mixture of hydrocarbons—solid, liquid and
gaseous. These include compounds belonging to the paraffin series and also
some unsaturated hydrocarbons and small proportion belonging to the
benzene group.
Origin and Occurrence of Petroleum:
Petroleum has an organic origin and is found in sedimentary basins, shallow
depressions and in the seas (past and present). Most of the oil reserves in India
are associated with anticlines and fault traps in the sedimentary rock
formations of tertiary times, about 3 million years ago. Some recent sediment,
less than one million years also show evidence of incipient oil.
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Petroleum Industry in India
The oil and gas industry in India dates back to 1889 when the first oil deposits
in the country were discovered near the town of Digboi in the state of Assam.
The natural gas industry in India began in the 1960s with the discovery of gas
fields in Assam and Gujarat. As on 31 March 2015, India had estimated crude
oil reserves of 763.48 million tones and natural gas reserves of 1488.49 billion
cubic meters (BCM).
India imports 82% of its oil needs and aims to bring that down to 67% by
2022 by replacing it with local exploration, renewable energy and indigenous
ethanol fuel (c. Jan 2018).India was the fourth top net crude oil
(including crude oil products) importer of 163 Mt in 2015.
HINDUSTAN PETROLEUM
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HPCL was incorporated in 1974 after the takeover and merger of erstwhile
Esso Standard and Lube India Limited by the Esso (Acquisition of
Undertakings in India) Act 1974. Caltex Oil Refining (India) Ltd. (CORIL)
was taken over by the Government of India in 1976 and merged with HPCL
in 1978 by the CORIL-HPCL Amalgamation Order, 1978. Kosan Gas
Company was merged with HPCL in 1979 by the Kosangas Company
Acquisition Act, 1979.
In 2003, following a petition by the Centre for Public Interest Litigation
(CPIL), the Supreme Court of India restrained the Central government from
privatizing Hindustan Petroleum and Bharat
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Petroleum without the approval of Parliament. As counsel for the CPIL,
Rajinder Sachar and Prashant Bhushan said that the only way to disinvest in
the companies would be to repeal or amend the Acts by which they were
nationalized in the 1970s. As a result, the government would need a majority
in both houses to push through any privatization.
HPCL has been steadily growing over the years. The refining
capacity increased from 5.5 million metric tons (MMT) in 1984/85 to 14.80
million metric tons as of March 2013. On the financial front, the net income
from sales/operations grew from2687 crores in 1984–1985
to 2,06,529crores in financial year 2012–2013. During FY 2013-14, its net
profit was 1740 crores.
OPERATIONS-
HPCL operates two major refineries producing a wide variety of
petroleum fuels and specialties, one in Mumbai (West Coast) of 7.5 million
metric tones per annum (MMTPA) capacity and the other in Visakhapatnam,
(East Coast) with a capacity of 8.3 MMTPA.HPCL holds an equity stake of
16.95% in Mangalore Refinery and Petrochemicals Limited (MRPL), a state-
of-the-art refinery at Mangalore with a capacity of
9 MMTPA. Another refinery of 9 MMTPA (set up in Bathinda, Punjab by
HMEL,a joint venture with Mittal Energy Investments Pvt. Ltd). HPCL has
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signed a memorandum of understanding with the Government of Rajasthan
for setting up a refinery near Barmer. It would be operated under a joint
venture company (JVC) called HPCL-Rajasthan Refinery Limited.
Products
1. Petrol is known as motor spirit in the oil industry. HPCL markets the
product through its retail pumps all over India. Its principle consumers
are personal vehicle owners.
2. Diesel is known as high speed diesel in the oil industry. HPCL markets
the products through its retail pumps as well as terminals and depots.
Its consumers are regular auto owners, transport agencies, industries,
etc.
3. Lubricants: HPCL is the market leader in lubricants and associated
products. It commands over 30% of market share in this sector. The
popular brands of HP lubes are LaalGhoda, HP Milcy,Thanda Raja,
Koolgard, Racer4.
4. Liquified petroleum gas: The HPCL brand of LPG is a popular brand
across India for domestic and industrial uses.
5. Aviation turbine fuel: With major air service facilities in all major
airports of India, HPCL is a key player in this sector supplying ATF to
major airlines. It has an accomplishment of sorts to supply fuel to
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US.
CLUB HP IN KOLHAPUR-
Club HP brand has been in existence for the last 12 years and has been
constantly striving to meet the expectations of each of our valued customers.
Club HP was started with a simple yet intrinsic promise of delivering
outstanding customer and vehicle care and has now come a long way in
delivering that promise, and in fact, creating a differentiation in Petroleum
Retailing.
While Club HP was rewriting the standards of customer service
in the market, HPCL forayed ahead, looking for the next frontier. Detailed
studies and research was carried out in the form of interviews of its valued
customers in select cities to further understand their needs and expectations.
These findings, along with the best practices in domestic and international
markets, were then analyzed and scrutinized.
There are 7 Hindustan Petroleum Dealers near the highway in
Shiroli. Damodar Shivram & Co.petrol pump is the closest one to the service
sector of Shiroli as well as near the main highway.
MARKETING-
According to American marketing association, Marketing is the
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performance of business activities that direct the flow of goods and services
from producer to consumer or user.
According to William J. Stanton Marketing is a total system of
interacting business activities designed to plan, price, promote and distribute
want satisfying products and services to the present and potential customers.
On a general perspective Kotler and Armstrong described marketing
strategies as a social and managerial process whereby individuals and groups
obtain what they need and want through creating and exchanging products
and value with others. Human efforts, Finance and management constitute the
primary resources in marketing strategies.
The Hindustan Petroleum keeps in mind only one motto that is
‘Maintenance’. Maintenance, not only of the vehicle, but of a steady
relationship with the consumer. And to do so, providing even better and
efficient services. They take care of not only your fuelling needs, but
complete vehicle care.
The HP club through Damodar Shivram & Co. give away
spot gifts, discounts and many other services as their marketing strategy.
The HP club has been providing pure fuels for a long time. Therefore
loyal customers benefit these offers.
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Spot gifts such as pens, key chains, bags are given to the
customers when they buy petrol of 10liters and above. Discounts are also
given. The HP club as well as the Damodar Shivram & Co. has their
separate discount schemes which lure the customers to visit again. The
HP club through Damodar Shivram & Co. deliver fuels to big industries
who need pure quality fuel.
The 7 Ps of marketing mix used by the Hindustan Petroleum
Corporation Limited is as follows-
Product:
HPCL or Hindustan Petroleum Corporation Ltd is one the leading oil & gas
company in India. The different products and services provided by HPCL can
be broadly classified into following business units. All these offerings are a
part of its marketing mix. Refineries – HPCL owns refineries with a capacity
of 14.8 MMTPA in Mumbai and Vishakhapatnam, producing a wide range of
products; Retail – it markets and provides automotive fuels and value added
services across the country by delivering products like
Petrol, Diesel, Power, Auto LPG and lubricants.
Price:
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HPCL is a state owned enterprise and hence some of the pricing decisions are
taken by the union government. The price breakup includes several elements
to consider like – cost and freight of diesel, monetary exchange rate, refinery
transfer price, excise duty, dealer commission and VAT/GST. Adding all
these elements gives the retail price of petroleum products. As the prices of
these products vary across the different places in India, we can say a
geographical pricing mechanism is followed. In a bid to improve the revenues
HPCL is now testing the dynamic pricing a first player to do that in India.
HPCL is testing this new dynamic pricing in few selected outlets where the
prices vary instantly within a range around 100 Rs. per liter. If found a
successful model it will be replicated throughout India. This gives an
overview in the pricing strategy in the company’s marketing mix
Place:
HPCL provides its products and services in nearly 13,800+ retail outlets
across India. Out of these HPCL owns 2300 Club HP and 250 Club HP Star
outlets which are selling a branded fuel by HPCL. In LPG distribution
network it is second largest in the country with 4100+ dealers. Also in product
pipeline network it is again second largest in the country with 3000+ kms. It
has the refinery plants at Mumbai and Vishakhapatnam and to transfer the
products to different locations it uses these pipelines for safe and effective
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transfer. It is also aggressively planning and investing to improve the
capacity.
Promotion:
HPCL uses several ways to communicate to its customers both retail and
industrial. It uses sales promotions like lucky draws and gift coupons. It uses
promotional draws for customers and dealers also during festive seasons and
give away gifts and sometime coupons for free fuel at HPCL retail outlets. It
also has a loyalty cards for its members at branded retail stores like Club HP.
It also uses print ads. HPCL uses ad agency Leo
Burnett as its partner for all the creative content.
People:
HPCL employs nearly 13000 people in its varied business operations and
takes a great deal of efforts to manage these employees to help them work
efficiently. HPCL is created a program called Project ACE targeted to enable
its employees to learn continuously and acquire multiple skills. Also the
appraisal and performance management process used is very conducive to
growth and achieve business results. This process involves a Balanced Score
Card which is helpful in setting targets to the employees and include different
parameters like – financial, customer, internal process. Balanced score card
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also include another important parameter called learning and growth. And this
learning and development is taken care by another HR initiative called
Competency Mapping and Development which helps the management to set
both the technical and behavioral requirement structure.
Process:
HPCL embraces and uses technology in every operation to increase efficiency
of business process. For setting up new outlets it uses Network Planning Tool
a scientific approach to find a potential new location and also increase sales
at existing locations. ODMT is another tool HPCL employs to achieve outlet
specific growth. It uses modern IT/IS application infrastructure across its
supply chain like online inventory management and vehicle tracking for
operational efficiency. HPCL also empowers its stakeholders digitally so that
they can optimize their business process. All the finance, HR and procurement
process are digitalized. It uses a new technology called H2 PSA for
purification of CCR and as a result hydrogen gas of purity more than 99.5%
is obtained.
Physical Evidence:
HPCL has a logo with ‘HP’ written in English in middle of a circle in red
colour and in a red strip Hindustan petroleum is written in Devanagari script.
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HPCL uses a tagline ‘future full of energy’ in its promotions. It releases
financial reports, its future plans and current projects related presentations for
investors and bankers. Its registered office is at Petroleum
House in Jamshedji Tata Road, Mumbai. Hence, this covers the entire HPCL
marketing mix.
What is Marketing Strategy?

There are many explanations and definitions which tell you what is a
marketing strategy. However, it all boils down to one sweet and simple
explanation. Marketing strategy basically tells you WHAT you are going to do
for the marketing of your product / firm or organization.
Marketing strategy is a small part of Business strategy. Where business

strategy deals with manufacturing, operations, procurement etc; Marketing
strategy will look towards marketing mix, business environment, distribution
and other such marketing related areas.
Both, business strategy as well as marketing strategy, are important for a

firm to move forward. A firm needs to know what Business strategy it needs
to follow? Which businesses will the organization like to be present in?
Where is the industry heading? And what moves need to be taken to
establish and sustain the business?
The same way a firm needs to know its marketing strategy. What are the
organizations strengths and weaknesses? What products does it have? What
segment can these products be sold to? Can we design a new product?
Where are gaps present in the system so that an optimum marketing
strategy be designed?
After taking all these factors into consideration, a marketing plan is

prepared. The marketing plan is nothing but a written document which is a
roadmap of HOW you are going to achieve your marketing strategy. This
marketing plan is then presented to investors or bankers to get funds for
BBA
2021-22 Page 39
your organization. Or the same can be used as a reference for the
management or in any future endeavors of the organization.
A marketing strategy usually has the following factors at the core of its
formation
1) Long term objectives of the firm
The vision of the firms plays a crucial role in forming a marketing strategy for
the organization. The vision defines where the firm wants to be in the long
term.
2) Actions which need to be taken
The mission statement is another important part of the marketing strategy

and it defines exactly what actions need to be taken by the firm.
3) Strategic plans
Exactly how a firm will achieve its mission is known as the strategic plan. This
involves various steps such as getting to know the firms strengths and
weaknesses, formulating a product strategy, knowing the marketing mix,
and then planning resources which will be needed to implement the plan.
4) Tactics
Tactics are generally not included in long term strategic plans, however,
tactics are important for the organization to achieve short term goals and
hence they can be formulated along with the marketing strategy. Tactics may
include giving sales discounts, addition promotional support, or any such
support which motivates the customer to buy the product.
Once all the above factors are in place, your marketing strategy is formed.
Forming a marketing strategy is much simpler than actually implementing it.
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This is where the marketing plan plays a crucial role. The marketing plan
plays a role of a reminder wherein it reminds the management again and
again of its marketing strategy and the road map to organizations success.
Marketing Strategy of Hindustan Petroleum –
Hindustan Petroleum being India’s leading oil and gas company have a talent
pool of more than 80,000 employees across the country who continuously
help the company in manufacturing and marketing energy products and
services such as fuels, lubricants, petrochemicals and moving of
hydrocarbons through different mediums of transportation.
Segmentation, targeting, positioning in the Marketing strategy of

Hindustan Petroleum –
Hindustan Petroleum uses a mix of geographic segmentation strategies to

collaboratively work with customers and understand their changing needs.
In some of its product segments, it uses differentiated targeting strategy

while for others it uses undifferentiated targeting strategies.
It uses value-based positioning strategies in order to increase the visibility of

the brand in the market.
Mission –
“To create value for our investors and benefits for the communities and
societies where we operate”
Competitive advantage in the Marketing strategy of Hindustan Petroleum –
Diversified Portfolio: Hindustan petroleum has integrated a portfolio of

offerings which helps the company to not only retain its customers but also
excel the value delivery system which makes the customers feel delighted.
Geographical Reach: Being present in country with such a wide offerings

helped the company in gaining expertise over these markets and their
evolving needs.
Collaborative Partnerships with the stakeholders: Closely working with

government, Oil companies, resource providers and local communities have
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helped Hindustan Petroleum in creating trust and long- lasting relationships
with various entities/stakeholders.
Distribution strategy in the Marketing strategy of Hindustan Petroleum –
Its collaborative supply chain for delivering its various products and services
across the country is helping the company in making its offerings available
well in time.
It integrated its marketing & IT activities in order to identify the potential

markets and making the products available to the customers from the
nearest refineries / or production facilities of the third party suppliers.
Optimum utilization of the resources has further helped the company in
minimizing its cost of operations.
Brand equity in the strategy of Hindustan Petroleum –
Some of its brands such as Laal Ghoda, HP Milcy, Koolgard, Racer4 (in
lubricant business) are reowned brand all over country. It also caters to the
Aviation fuel needs of most of the aviation companies across the country.
Competitive analysis in the Marketing strategy of Hindustan Petroleum –
There is very limited number of companies in the market due to high

infrastructure and technological cost involved in the same.
Some of its competitors are a bharat petroleum,reliance petroleum,essar

etc. Companies operating in this industry are highly regulated by the
government.
Market analysis in the Marketing strategy of Hindustan Petroleum –
Companies in oil and gas industry are facing constraint such as limited
nonrenewable sources of energy, fluctuating prices, exchange rate, changing
lifestyle, increasing raw material prices, limited resources. These factors are
restricting the growth of the companies in the industry whereas backwards
and forward integration is helping the companies in the industry to cater to
the changing needs of the customers.
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Customer analysis in the Marketing strategy of Hindustan Petroleum –
Customers of HP are the private and government institutions who are

dealing in the oil and gas energy products or in the by-products/ related
products across the country. It deals in the B2B segment to provide the
companies with fuel for transportation, energy for heat and light, lubricants
to produce various other products and keep engines moving efficiently and
the petrochemicals required to produce everyday items.
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CHAPTER 4- DATA
ANALYSIS
People visiting the petrol pump

Sr.No. Particulars No. of respondents
1. Workers from service sector 50
2. Travelers 30
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3. Truck drivers 15
4. College students 5
SOURCE- Enquiry schedule
CHART NO.- 4.1
No. of respondents
5%
15%
Workers
Travelers
50%
Truck drivers
Students
30%
INTERPRETATION-
From this chart we understand that 50% of the
respondents are the people from the service sectors, which mean that there is an
increase in the vehicles of the people from the working sector.
Income group visitors

Sr. no. Particulars No. of respondents
1. Below 1 lakh 60
2. 1 lakhs- 5 lakhs 30
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3. 5lakhs and above 10
Chart no. - 4.2
No. of respondents
10%
30%
below 1 lakh
60%
1lakh-5lakhs
above 5 lakhs
INTERPRETATION-
From the above chart we come to know that people with the income of less than 1
lakh are 60% who are the regular visitor of the firm.
Brand loyalty
Sr. No. Particulars No. of respondents
1. Quality 30
2. Quantity 25
3. Brand name 45
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2021-22 Page 46
Chart no.- 4.3
No. of respondents
30%
45%
Quality
Quantity
Brand name
25%
INTERPRETATION-
From the above diagram we come to know that majority of the people visit the
petrol pump because of the brand name.
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No. of respondents
Demand for fuel
Sr. no. Particulars
1. Diesel 60
2. Petrol 40
SOURCE - Enquiry Schedule
Chart no.- 4.4
no. of respondents
40%
Diesel
60%
Petrol
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No. of respondents
INTERPRETATION-
From the following diagram we come to know that diesel is supplied on a
large quantity as this petrol pump is located near the industrial area.
Vehicles as well as the industries are supplied diesel.
Fuel consumers
Sr. no. Particulars
1. Two wheelers 40
2. Four Wheelers 25
3. Truck drivers 20
4. Industries 15
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No. of respondents
Chart no.- 4.5
No. of respondents
15%
40%
20% 2 wheelers
4 wheelers
trucks
industries
25%
INTERPRETATION-
From the above chart we come to know that the majority of people using two
wheeler vehicles are the highest consumers of fuel.
Brand preference
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No. of respondents
Sr. no Particulars
1. Indian oil 40
2. Bharat petroleum 35
3. Hindustan petroleum 20
4. Reliance petroleum 5
SOURCE - Primary data
CHART NO.- 4.6
No.of respondents
5%
20%
40% Indian oil
BPCL
HPCL
RIL
35%
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No. of respondents
INTERPRETATION-
From the following chart we come to know that Indian oil is most preferred
in India. Hindustan petroleum lies on the third place.
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No. of respondents
Petrol pump preference in the area
Sr. no. Particulars
1. Mahadik petrol pump 35

2. Auto LPG 25
3. Damodar Shivram & Co 20
4. ShriBalaji Petrol pump 15
5. BP petrol pump 5
No.of respondents
5%
15%
Mahadik
35%
Auto LPG
Damodar
Shivram & Co.
20% Shri Balaji
BP
25%
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INTERPRETATION-
From the following chart we come to know that the Mahadik petrol has more
demand than Damodar Shivram & Co. Petrol pump because it is nearest to
the highway.
Time required for service

Sr.No. particulars No.of respondents
1. People got service below 5 40
minutes
minutes
minutes
minutes
source- enquiry schedule
chart no.4.8
Sales
10
20 40
below 5minutes
below 10minutes
below 15minutes
30
below 20minutes
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Interpretation-
For the following diagram we come to know that people
getting service below 5 minutes is more
Satisfied by quality
Sr .no. Particulars No of respondents
1. Visitors satisfied by 60
quality
2. Visitors not satisfied 40

by quality
Source- enquiry schedule
Chart no-4.9
no.of respondents
40
60 satisfied by quality
not satisfied by quality
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Interpretation-
From the above diagram we come to know majority of customers are
satisfied by quality
GST exemption,
Sr.no Particular No of respondents
1. Percentage of visitors think GST 40%
should be exempted

should be implemented

should be minimized

should be increased
CHART NO. - 4.10
no.of respondents
10%
40% gst should be exempted
30%
gst should be implemented
20% gst should be minimised

gst should be increased
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Interpretation-
From this diagram we come to know that 40% of visitors want
GST to be exempted.
Payment mode
Sr.no Particulars No.of respondents
1. payment done by cash 70
2. Payment done by debit card 10
3. Payment done by credit card 10
4. Payment done by net banking 10
Source-enquiry schedule
Chart no-4.11
no.of respondents
10
10
10 cash payment
debit card
70
credit card
net baking
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Interpretation-
From this diagram we come to know most of people make
payments by cash.
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Influencing particular brand
Sr.no Particulars Respondents
1. Influenced by 25
advertisement
2. Influenced by goodwill 40
3. Influenced by 10
promotion
4. Influenced by schemes 25
Chart-4.12
no of respondents
25 25
advertisements
10 goodwill
40 promotion
schemes
Interpretation-
From this diagram we come to know this firm has strong
BBA 2021-22 Page 59

goodwill so most of the visitors are influenced to this firm.
form
sr.no Particulars No of respondents
1. Visitors think firm is 75

in good form
2. visitors think firm is 25

not in good form
Chart-4.13
no of respondents
25
good form
75
not in good form
Interpretation-
From this chart we come to know the majority of
customers are feeling and that the firm is going in good form.
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Preferring from time period
Sr.no Particulars No of Respondents
1. Visitors preferring this firm from 20
1year
2years
6months
3months
Chart-4.14
no of respondents
preffering from 1year

25 20
oreffering from 2years
25 30
preffering
from6months
preffering
from3months
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Interpretation-
From this diagram we come to know that the visitors preffering
this firm from 2years of span is more.
Quality
1. Complaint regarding 10
quality
2. No complaint 90
regarding quality
Chart-4.15
no.of respondents
10
having complaint
90 not having
complaint
Interpretation-
From this above diagram we come to know that the
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visitors having complaints are less and the visitors with no complaints is more
this shows that firm has good service.
Food court
Sr no Particulars No of respondents
1. Visitors want foodcourt in premises 80
2. Visitors do not want food court 20
Chart-4.16
no of respondents
20
want food court

80 do not want food court
Interpretation-
From this above diagram we come to know that the
visitors who want the food court in organisations premises is more rather than
who do not want.
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Air facility
1. Multiaxial visit because of air facility 85
2. Two wheeler visit because of air 5
facility
3. Four wheeler visit because of air 5

facility
4. Travelers visit because of air facility 5
Chart-4.17
no.of respondents
5 5 5
two wheeler
multiaxial
travellers
85
four wheelers
Interpretation-
From the above diagram we come to know that
multiaxial vehicles have more load and kerb weight so they need to fill air
and check tire pressure regularly as a result multi axial vehicles are directed
towards this firm more.
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Parking
Sr.no Particulars No of respondents
1. Visitors think its 90
helpful because of
large parking
2. Visitors think its not 10
helpful as any parks
and go
Chart-4.18
no of respondents
10
beneficial
90 not beneficial
Interpretation-
From the above diagram we come to know that the
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majority of visitors think its helpful for them to park their vehicles in the
spacious parking while there is large queue for fuel fillings.
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Petro card
1. Petro card beneficial for frequent visitors 10
2. Petro card beneficial for daily visitors 70
3. Petro card beneficial for monthly visitors 10
4. Petro card beneficial for weekly visitors 10
Chart-4.19
no of respondents
10 10
10
frequent visitors
daily visitors
70 monthly visitors
weekly visitors
Interpretation-
From the above diagram we come to know that the petro
card is beneficial to the visitors who visit the firm on daily basis.
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location
1. Travelling Vehicles get easy access to 40
petrol pump
2. Transport vehicles get easy access to 30
petrol pump
3. Private vehicles get easy to petrol pump 30
Chart-4.20
no of respondents
30
40
travelling vehicles
transport vehicles
30
private vehicles
Interpretation-
from the above diagram we come to know that the
travelling vehicles get easy access to petrol pump as it is located
nearer to the highway.
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CHAPTER 5- FINDING,
SUGGESTIONS AND
CONCLUSION
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FINDINGS-
1. We come to know that majority of the consumers are from the age
group 20-50 years as they are the working people of the service sector.
They contribute 50% of the consumption of fuel.
2. Majority of the consumers own two wheelers as people travel to the
service sector over two wheelers.
3. Diesel is consumed more because huge vehicles need diesel and also
diesel is supplied to the industries for the machineries.
4. People visit the petrol pump due to the brand name, that is, Hindustan
Petroleum first and then because of the quality of the product.
5. Indian Oil petroleum is mostly consumed as it is the oldest brand of
petrol. Hindustan petroleum lies on the third place.
6. Korgaonkar petroleum has 25% demand in the Shiroli area as it does
not lie right on the highway but is near the highway.
SUGGESTIONS-
1. Like Indian Oil Corporation, Hindustan petroleum should also
introduce friendly services like ‘Swagat’.
2. The corporation as well as the firm must provide petro net card.
3. The petroleum corporation and the firm for regular customer
should provide credit facilities.
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4. Cleaning of vehicle must be provided.
5. Facilities like ATM, telephone booth must be provided.
6. Fast service will lead to customer satisfaction.
7. Well organized staff and service leads to customer satisfaction.
8. More offers and discounts should be provided.
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Conclusion-
The demand for vehicles has increased as there is
demand for personal as well as public transportation. This demand creates a
demand for fuel. Therefore the competition between various petroleum
corporations takes place. Every corporation provides various schemes to gain
new and loyal customers. Provision of pure quality petrol is the most effective
way of gaining customers. Hindustan petroleum has been firm with this belief
and Damodar shivram & Co. petrol pump, as a part of the HP
Club has been following it.
Questionnaire-
1. Which sector people visit the petrol pump the most?
Workers from service sector travelers
Truck drivers college students
2. Is there majority of visitors who have their income below 1lakh?
Yes No
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3. brand name is the factor which because of which people visit tis petrol
pump most, is it true?
True false
5. which
4. which fuel has more demand? vehicles have
maximum number
Diesel petrol of visits in this
petrol pump?
Two wheelers four wheelers
Truck drivers industries
6. which brand is preffered more by people?
Indian oil Hindustan petroleum
Bharat petroleum reliance petroleum
7. does Damodar shivram & Co.petrol pump has maximum number of
visitors than the others in its area?
Yes No
8. No of responders who who got service below 5minutes?
40 30
20 20 10
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9. is quality satisfying majority of visitors?
Yes yes No
10. what is the percentage of visitors who want GST to be exempted for
fuels40% 30%
20% 10%
11. most used payment mode?
Cash credit card
Debit card net banking
12. what influences people to go for this brand?
Goo dwill advertisement
Pro motion schemes
13. In which form the firm is going the seventy percent of visitors think?
Good form not in good form
14. Percentage of visitors visiting this firm from last 1year?
20percent 30percent
25percent 25percent
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15. majority of customers have complaint regarding quality?
Yes No
16. visitors who do not want food court in premises is more than who want
food court in premises?
True false
17. which vehicles are directed toward the petrol pump because of air
facility?
Multiaxial two wheeler
Four wheeler travelers
18. majority of visitors think its beneficial because of large parking?
Yes No
19. petro card is beneficial to which kind of visitors?
Daily visitors weekly visitors
Monthly visitors frequent visitors
20. which vehicles get easy access to petrol pump as its nearer to highway?
Travelling vehicles transport vehicles
Private vehicles
BBA 2021-22 Page 75

BIBLIOGRAPHY
WEBSITES
www..hindustanpetroleum.com
www.google.com www.altavista.com
www.moneycontrol.com
www.agencyfaqs.com
www.wikipedia.com
BBA 2021-22 Page 76

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BVDU Institute of Management, Kolhapur

“A STUDY OF MARKETING STRATEGIES IN HINDUSTAN

With special reference to

“KORGAONKAR PETROL PUMP”

BHARATI VIDYAPEETH UNIVERSITY, PUNE

For the Partial fulfillment for the award of the Degree of

BACHELORS OF BUSINESS ADMINISTRATION

MR. JINESH SHAH

Under the Guidance of

Through The Director

BHARATI VIDYAPEETH UNIVERSITY

INSTITUTE OF MANAGEMENT, KOLHAPUR

BBA 2021-22 Page 1

B.V.D.U. Institute of Management,

I, MR. JINESH SHAH, hereby declare that the project titled

MR. JINESH SHAH

Place: Kolhapur Date:

BBA 2021-22 Page 2

This is to certify that the project report entitled “A STUDY ON

Project Guide: DR. R.D .Jadhav Director

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Chapter Title Page No.

5. Findings, Suggestions and Conclusion 66 to 69

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1.1. INTRODUCTION TO THE STUDY:-

This project is related to the study of marketing strategies of Petroleum

industry. It is an attempt to discover intellectual and practical solutions

behind this is to GIVE PURE QUALITY AND QUANTITY OF PETROL

to the customer. So it is beneficial to the people using vehicles.

So with the reference to the petroleum industry I have done a project on

“Study of marketing strategies of Hindustan Petroleum with reference to

BBA 2021-22 Page 5

quality petrol near that area.

also came into being in Kolhapur.

To start a business where machineries where required, it was

after 33 years of independence, that is, in the year 1980.

nearby industries as well as the vehicles passing by.

petrol and diesel that pass by over the highway.

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turn in to this petrol pump.

Therefore though this study, we are going to observe the

marketing strategies of the business, what are their problems and

prospects and how they can overcome them.

1.3. OBJECTIVES OF THE STUDY:-

The main objective of the study is to ‘Study of Marketing strategies in

Damodar Shivram & Co.Petrol Pump in Kolhapur’.

1. A study of problems in the petroleum industry in marketing

2. To identify market for petroleum industry.

3. To find out the brand loyalty of customers.

4. To create awareness about various promotion strategies in

Petroleum distribution sector.

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1.4. RESEARCH METHODOLOGY:-

Research Methodology is a way to systematically solve the research

problem. Research is an art of scientific investigation and refers to a search

for knowledge. Research methodology is a science of studying how

research is to be carried out. Essentially, the procedures by which

researchers go about their work of describing, explaining and predicting

phenomena are called research methodology. It is also defined as the study

of methods by which knowledge is gained.

Research philosophy is way of thinking about developing one’s own

knowledge while doing a research. Whereas believes that, it is important to

understand research philosophy because it helps to clarify the research