Study of Market Performance of SERVO
Lubricants in Fleet Segment within Guwahati Area
A Project Report
submitted in partial fulfillment of the requirements
for the award of the degree of
MASTER IN BUSINESS ADMINISTRATION
Mr. Tage Nobin
Enrollment No: 34086
Under the guidance of
Dr. Priyanka Singh
FACULTY OF MANAGEMENT STUDIES
BANARAS HINDU UNIVERSITY
Varanasi-221005, Dist. Varanasi (UP)
I hereby declare that this project report entitled “Study of Market Performance of SERVO Lubricants in Fleet Segment within Guwahati Area” is the result of 8 weeks summer internship done by me at Indian Oil Corporation Limited, Guwahati under the guidance of Mr. S. Sarma, Dy.Manager (Technical Service), NEISO, IOCL Guwahati. This is to further declare that this project report is authentic and not submitted by any other student previously. I also confirm that the contents of the report and the views contained herein have been discussed and deliberated with the Guide.
Date: 19th November, 2012
This is to certify that Mr. Tage Nobin had successfully undergone the summer internship programme of 8 weeks in Indian Oil Corporation Limited, Guwahati and had submitted this report entitled “Study of Market Performance of SERVO Lubricant in Fleet Segment within Guwahati Area” for the year 2012-13 in partial fulfillment of the requirements for the award of degree of Master in Business Administration.
( S. Sarma )
( Dr. Priyanka Singh )
Dy.Manager (Technical Service)
Faculty of Management Studies
NEISO, IOCL Guwahati
First and foremost, I would like to thank my organizational project mentor Mr. S.Sarma, for his guidance and support. I will forever remain grateful for the constant support and guidance extended by my guide, in completing this project. Through our many discussions, he helped me to form and solidify ideas. The invaluable discussions I had with him, the penetrating questions he put onto me and the constant motivation, has all led to the development of the ideas presented in this project.
I wish to express my sincere thanks to my academic mentor Dr. Priyanka Singh for her support along with feedbacks and necessary guidance in completing my project. I would also like to thank my faculty staffs for listening to my ideas and providing suggestions for improving my ideas.
Finally, I would like to thank all whose direct and indirect support helped me in completing the project in time.
Mr. Tage Nobin
Brief Analysis of Report
Overall from the research & analysis conducted, it can be clearly stated that one of the most important factor which affects the sale of lube oil is the price of the particular brand. The brand has to justify the price structure against its peers. So, in order to increase the perceive value of SERVO the company can offer discounts or complimentary gift items along with the lube oil. The company should serve proper manipulation in its pricing structure keeping in mind the total cost involved and perceived value of the customers. Quality is another major factor that has an impact during the selection and buying of the lubricants. This factor can be continuously improved by high tech R&D. As the technology in the automobile sector continuously changes, its quality and grades should be improved dynamically according to the changing technology. Meeting the standards and grades lubricants of OEM tie-ups is very important in this respect. The market share performance can also be increased by setting up various stations and outlets like SERVO Garage, SERVO Quick Lube Oil Change stations. Even though they are present in major cities, they are not available in Guwahati area. The company can offer schemes to the customers visiting to authorize service stations serving SERVO lubricant in order to increase the consumption of lubricant...
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