MARKETING OF THE PRODUCTS OF THE INDIAN OIL CORPORATION LIMITED

MARKETING
Marketing can be defined as the business activity of presenting products or services to potential customers in such a way as to make them eager to buy.

Marketing includes such matters as the

pricing and packaging of the product and the creation of demand by advertising and sales campaigns.

MARKETING AS DEFINED BY VARIOUS PEOPLE

According to the Chartered Institute of Marketing:

Marketing

is the management process that

identifies, anticipates and satisfies customer

requirements profitably.

According to Adcock et al:

The

right product, in the right place, at the

right time, and at the right price.

According to Philip Kotler:

Marketing
satisfying

is

the

human

activity

directed

at

human

needs

and

wants

through

an

exchange process.

According to American Marketing

Association:
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.

MARKETING MIX
Marketing Mix refers to the primary elements that
must be attended to in order to properly market a product or service.

The marketing mix is a very useful guideline for understanding the fundamentals of what makes a good marketing campaign.

MARKETING MIX
Marketing decisions generally fall into the following four controllable categories: Product Price Place (distribution) Promotion

Product Decisions
A product is a tangible object or an intangible
service that is mass produced or manufactured on a large scale.
Some examples of the product decisions to be made are as follows:
Brand name
Functionality Styling Quality

Safety Packaging Repairs and Support Warranty Accessories and services

Price Decisions
The price is the amount that a customer pays for the product. It is determined by a number of factors.

Some examples of pricing decisions to be made include:

Pricing strategy (skim, penetration, etc.)

Suggested retail price

Volume discounts and wholesale

pricing
Cash and early payment discounts Seasonal pricing Bundling Price flexibility

Price discrimination

Place Decisions
Place represents the location where a
product can be purchased. It is often referred to as the distribution

channels.

It can include any physical store as well as virtual stores on the internet.

Some examples of place decisions include:

Distribution channels

Market

coverage

(inclusive,

selective,

or

exclusive distribution) Specific channel members Inventory management Warehousing Distribution centers/Order processing Transportation Reverse logistics

Promotion Decisions
Promotion represents the various aspects
of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response.

Marketing communication decisions include: Promotional strategy (push, pull, etc.) Advertising Personal selling & sales force Sales promotions

Public relations & publicity

Marketing communications budget

MARKETING MIX OF THE INDIAN OIL CORPORATION LIMITED

Marketing : IndianOil
Indian Oil has one of the largest petroleum marketing and distribution networks in Asia, with over 34,000 marketing touch points.

Indian Oils ubiquitous petrol/diesel stations

are located across different terrains and regions of the Indian sub-continent.

Indian Oil is also listed as India's 'Most Trusted Brand' in the 'Gasoline' category in a Readers' Digest - AC Nielsen survey.

Products
SERVO LUBRICANTS AND GREASES
SERVO range of lubricants reigns undisputed market leader in the lubricants market. as the Indian

The SERVOXpress is a one-stop shop for quick, easy and convenient auto care, providing customers with a refreshing experience.

Packaging of Lubricants

AUTOGAS
AutoGas (LPG) is a clean, high octane, abundant and eco-friendly fuel. It is a mixture of petroleum gases like propane and butane. The higher energy content in this fuel results in a 10% reduction of CO2 emission as compared to MS.

HIGH SPEED DIESEL

Petroleum derived diesel (called as

petrodiesel) is a mixture of straight run product with varying amount of selected cracked distillates and is composed of saturated and aromatic hydrocarbons.

INDANE GAS
Indane is today one of the largest packedLPG brands in the world. LPG is a blend of Butane and Propane readily liquefied under moderate pressure.

Indane is a clean, efficient and safe cooking fuel.

Indane is today a fuel synonymous with safety, reliability and convenience.

Packaging of Indane Gas

PLACE
Consumer Pumps
Indian Oil has the largest and most sophisticated integrated petroleum products supply chain in India. Indian Oil has three types of consumer

pumps as per the demands of the

consumers.

Types of Consumer Pumps

1. Kissan Sewa Kendra(rural)

2. Swagat(HIghways) 3. Xtracare (urban)

PROMOTION
ADVERTISING

PRICING
The price of same product in different cities are

different as per the expenses incurred.

AUTOGAS CITY
Delhi Kolkata

PRICE (Rs)
24.37 26.43

Mumbai
Chennai

26.73
26.54

XTRAMILE
CITY PRICE (Rs/lit)

Delhi
Kolkata Mumbai Chennai Lucknow

30.86
33.21 34.45 32.82 32.12

INDANE GAS (14.2 kg cylinder)

CITY
Delhi
Kolkata

PRICE (Rs)
279.70
327.25

Mumbai
Chennai Lucknow

312.05
314.55 309.75