Iocl Project Report

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A PROJECT REPORT
ON
“MARKETING AND PROMOTION OF XTRA POWER
FLEET CARD LOYALTY PROGRAM”

Submitted to
INDIAN OIL CORPORATION LIMITED
DURGAPUR DIVISIONAL OFFICE

BY
RAMENDRA PRATAP SINGH
(09/MBA/28)

NATIONAL INSTITUTE OF TECHNOLOGY
DEPARTMENT OF MANAGEMENT STUDIES
DURGAPUR

Ramendra Pratap Singh
09/MBA/28

Page 1

ACKNOWLEDGEMENT

It gives me immense pleasure, to express my unfeigned and sincere thanks and gratitude to Mr. SOVAN MANDAL ASSISTANT MANAGER
(FLEET MARKETING) for his invaluable guidance during the course of the project.
I am thankful to MR KUMARJOYTI ROY CHAUDHU RI (SR. DIVISONAL RETAIL SALES MANAGER DGP DO) and MR KRISHNENDU CHAUDHURI,
MANAGER (RETAIL SALES) for his inputs and constant encouragement during my internship at IOC.
Finally, I thank department of management studies national institute of technology (Durgapur) for giving me this wonderful opportunity to pursue my internship at IOC.
The stint at IOC was very useful in terms of gaining valuable hands on sales experience and understanding consumer behavior .

Ramendra Pratap Singh
09/MBA/28

Page 2

TABLE OF CONTENT

TOPIC

PAGE
NUMBER

PROJECT SYNOPSIS

4

OBJECTIVES OF THE PROJECT

5

RESEARCH METHEDOLOGY

6

IOCL-AN INTRODUCTION

7-23

SWOT ANALYSIS OF IOCL

24-25

LOYALTY PROGRAM –AN INTRODUCTION

26-28

LOYALTY PROGRAM AT INDIAN OIL

29-33

COMPARISON OF LOYALTY CARD BENEFITS
34-36
WITH OTHER OMC
LISTS OF CUSTOMERS AND THEIR FEEDBACK

37-40

QUESTIONNAIRE FOR RETAILER AND DATA
41-47
FROM RETAILERS
QUESTIONNAIRE FOR CUSTOMER AND DATA
48-54
FROM CUSTOMERS
FINDINGS OF PROJECT

55

CONCLUSION

56
57

RECOMANDATIONS

Ramendra Pratap Singh
09/MBA/28

Page 3

PROJECT SYNOPSIS
Project Title: ―Marketing and Promotion of Xtra POWER FLEET CARD Loyalty Program‖.

Introduction to the project:
In the present world where there is intense competition, it becomes very necessary to retain loyal customers. The commercial benefits of loyal customers are well known by the brand managers. The cost of acquiring a new customer is always more than retaining an old customer. Loyal customers are also important because they provide the consistency of volume critical for stocking and managing just in time inventory to maintain the consistency of customer demand during crisis which is required to run any retail business. There are also customers, which are strong advocates of brands and are always willing to forgive an occasional lapse. All of these are compelling reasons that retailers are on a quest for customer loyalty and are increasingly looking at implementing loyalty programs or loyalty cards of some form. With increasing oil prices and competition increasing at a rapid pace, many oil -marketing companies are finding it difficult to operate profitably in India. Indian Oil Corporation Ltd, is no exception to this reality. Thus to retain its existing customers, many new imitative have been adopted by the organization. One such big idea is Xtra POWER Loyalty Program. In this project, we have been assigned IOC retail outlets, which are participating in the Xtra POWER Loyalty program. Our task is to promote and sell the Xtra POWER FLEET Loyalty card to the customers and at the same time obtain the customers opinions and suggestions about the loyalty program. Tapping local alliances is another aspect of this project. At the same time, we have to check whether the retail outlets are carrying out the implementation of the loyalty program in the right way.

Ramendra Pratap Singh
09/MBA/28

Page 4

OBJECTIVES OF THE PROJECT
The major objectives of the project are:
1.
2.
3.
4.
5.

6.
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To study the iocl loyalty program in Durgapur and nearby regions. To study the loyalty between the local customers and the company. To study the benefits provided by iocl to the local customers. To study how iocl tap local alliance...
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