Page |1

Submitted to

BY
BUDDHADEV KARMAKAR
(13/MBA/06)
UNIVERSITY ROLLS NO- 17100913004

ARYABHATTA INSTITUTE OF ENGINEERING &MANAGEMENT

(Affiliated to WBUT and approved by AICTE)

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It gives me immense pleasure, to express my unfeigned and sincere thanks and

gratitude to Mr. MANIK BISWAS SENIOR MANAGER (RS) for his
invaluable guidance during the course of the project.
I am thankful to MR SUVHAM MITRA SALES MANAGER DGP and for his
inputs and constant encouragement during my internship at IOC.
Finally, I thank department of management studies ARYABHATTA INSTITUTE
OF ENGINEERING & MANAGEMENT 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.
I am also very thankful to all my respondents who took time out of their busy
schedules and helped me in caring out this project.

(Buddhadev Karmakar)

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I hereby declare that this project titled a study on MARKETING AND

PROMOTION ON XTRA POWER FLEET CARD LOYALTY PROGRAM is
submitted for the practical fulfillment of the course MBA under WBUT.

This is an original piece of work done by me under the guidance of Mr. MANIK
BISWAS (SENIOR MANAGER RS DURGAPUR MARKETING DIVISION INDIAN OIL
CORPORATION LIMITED) and has not been submitted for the award of any other

degree elsewhere in full of part.

Date

BUDDHADEV KARMAKAR
ROLL NO- 17100913004
REG NO- 131710710004

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TOPIC

PAGE
NUMBER

PROJECT SYNOPSIS

OBJECTIVES OF THE PROJECT

RESEARCH METHEDOLOGY

IOCL-AN INTRODUCTION

8-24

SWOT ANALYSIS OF IOCL

25-26

LOYALTY PROGRAM- AN INTRODUCTION

27-28

LOYALTY PROGRAM AT INDIAN OIL

29-32

COMPARISON OF LOYALTY CARD BENEFITSWITH

OTHER OMC
LISTS OF CUSTOMERS AND THEIR FEEDBACK

33-34

QUESTIONNAIRE FOR RETAILER AND

DATAFROM RETAILERS
QUESTIONNAIRE FOR CUSTOMER AND
DATAFROM CUSTOMERS
FINDINGS OF PROJECT

38-43

35

44-49
50

CONCLUSION

51

RECOMANDATIONS

52

BIBLIOGRAPHY

53

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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 customer
are well known by the brand managers the cost of acquiring a new customer is
always more than retaining an old customer. Loyal customer 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 brand 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 from? With increasing oil price and
competition increasing at a rapid pace, many oil- marketing companies are finding
it difficult to operate profitable in India. Indian oil corporation ltd, is no exception
to this reality, thus to reaction its existing customer, many new imitative have
been adopted by the organization. One such big idea is extra power loyalty
program.
In this project we have been assigned IOC retail outlets, which are participating in
the extra power loyalty program, our task is to promote and sell the extra power
fleet card to the customer and at the same time obtain the customer opinions
and suggestion about loyalty program. Trapping local alliances is another aspect
of this project. At the same time, we have to check whether the retails outlets are
carrying out implementation of the loyalty program in the right way.

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The major objectives of the project are:-

To study the IOCL loyalty program in Durgapur, asansol 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 partners for xtra Power Fleet Card.
To obtain customer opinions and suggestions at IOC retail outlets and give
recommendations to IOC to improve the implementation of Xtra POWER
loyalty program.

To study the comparative analysis between the loyalty card benefits of other
marketing company.
To become known to real market.
TO gain real experience of market that how corporate persons work. How we have
to behave, how to present yourself, how to make deals with clients etc.
To check our theoretical knowledge with comparison to the practical market
demands.

It gives us an opportunity to apply our thinking, idea, knowledge in real market.

To enhance our skill and gain experience to be a true professional.
To check our interpersonal skills.
To learn necessary managerial skills and positive attitude towards your work.

To get a flavor of Teamwork, Organizational culture, Team dynamics, result

orientation, organizational pressure, complexities in achieving desire result.
To understand the day to day functioning of an department within the organization.
And at last but not the least fir sharpen our career goals for a bright career.

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Sources of Data for Marketing Strategies:

Data that I have received for making the project is a combination of both primary and
secondary data.
PRIMARY DATA:
The data collected through questionnaire based survey from the retailers and customers
of Durgapur. Asansol and nearby region. The name of the retail outlets of Indian
oil from where these data are collected are.

Gandhimore coco (city center Durgapur)

Budbud kawaja baba filling centre.
Bidhannagar coco
Jublie outlet (Asansol)
Deb filling station (surulia)
Sitaram auto (asansol)
Jaiswal filling center (Raniganj)

Secondary data:

Companys annual reports

Companys journal and magazines
Companys website
Companys leaflets
Companys pamphlets
Products and sales report

Sampling plan:The sample size for retailer is 7 and that of customers is 200 of Durgapur asansol and nearby
region. The respondents are chosen through cluster sampling universe elements are chosen in
group rather than individually. Whereas convenience sampling is based on opportunism.

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Vision:
A major, diversified, trans-national, integrated energy company, with national leadership and a
strong environment conscience, playing a national role in oil security & public distribution
Global Compact Principles addressed in our MISSION statement:

To foster a culture of participation and innovation for employee growth and contribution.

To cultivate high standards of business ethics and Total Quality Management for a strong
corporate identity and brand equity.

To help enrich quality of life of the community and preserve ecological balance and
heritage through a strong environment conscience.

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Mission:

To achieve international standards of excellence in all aspects of energy and

diversified business with focus on customer delight through value of
products and services, and cost reduction.

To maximize creation of wealth, value and satisfaction for the stakeholders.

To attain leadership in developing, adopting and assimilating state-of- theart technology for competitive advantage.

To provide technology and services through sustained Research and

Development.

To foster a culture of participation and innovation for employee growth and

contribution.

To cultivate high standards of business ethics and Total Quality

Management for a strong corporate identity and brand equity.

To help enrich the quality of life of the community and preserve ecological
balance and heritage through a strong environment conscience.

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Indian Oil Corporation (IOC), established in 1959, is engaged in exploration and

production and marketing of oil. It is Indias largest company sales wise with a
turnover of Rs 2,47,479 crore ($ 59.22 billion).IOC has sub diaries namely Indian
oil Technologies, Chennai Petroleum Corporation, Bongaigaon Refinery &
Petrochemicals, Indian Oil (Mauritius) and Lanka IOC.
Out 19 refineries, IOC owns and operates 10 with a combined capacity of capacity
of 60.2 million metric tones per annum (MMTPA), i.e. 1.2 million barrels per day.
It has 166 bulk storage terminals and depots, 101 aviation fuel station and 89
Indane bottling plants.
The refining major has a countrywide network of petrol and disel stations with
17,600 retail outlets. Its Indane cooking gas network has apresence in 50 million
households through its distribution network of 5,000 distributorsIt provides
spectrum of petroleum products through its retail outlets like Xtra Care (Urban),
Swagat (Highway) and Kisan Seva Kendras (Rural).
IOC provides auto gas, aviation turbine fuel, bitumen-a binder used for road
construction, high speed diesel, bulk industrial fuels like furnance oil, Indane gas,
Servo Lubricants and greases and special products like benzene and surplur.
It has created brands like Indane LPG, Servo Lubricants, Auto gas LPG, Xtra
Premium Branded Petrol, Xtra Mile Branded Diesel, and Xtra Power Fleet Card.
IOC and GAIL have signed a memorandum of understanding for cooperation in
setting up a Rs 10,000 crore petroleum plant at Barauni in Bihar.Indian Oil
launched its lubricant brand Servo in Oman. Servo has 500 different grades and
1200 varied formulations.IOC is the highest ranked Indian company In Fortune
Global 500 list. It is 18th largest petroleum company in the world. It is Indias
most trusted fuel pump brand as per the survey conducted by ET brand equity
and AC Nielsen. It has received National Award for Innovation in Implementing
Business Continuity for SAPR/3 Environment from the Government of India.

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Overall market share:-

45%

42%

40%
35%
30%
21%

25%

19%

20%
12%

15%
6%

10%
5%
0%

IOCL

BPCL

HPCL

RIL

OTHERS

MARKET SHARE IN PIPE LINE:-

50
45

47

40
35
30

30

25
20

18

15
10

10

5
0
IOCL

ONGC

HPCL

BPCL

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Refining Share:-

35%

31%
28%

30%
25%
20%
14%

15%

11%
7%

10%

9%

5%
0%

IOCL

HPCL

BPCL

RIL

ONGC

ESSAR

CUSTOMER PREFERANCE: -

CUSTOMER PREFERENCE
45%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

27%
20%

3%

IOCL

HPCL

BPCL

OTHERS

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Indian Oil is not only the largest commercial enterprise in the country it is the flagship
corporate of the Indian Nation. Besides having a dominant market share, Indian Oil is widely
recognized as Indias dominant energy brand and customers perceive Indian Oil as a
reliable symbol for high quality products and services. Benchmarking Quality, Quantity and
Service to world-class standards is a Philosophy that Indian Oil adheres to so as to ensure that
customers get a truly global experience in India. Our continued emphasis is on providing fuel
management solutions to customers who can then benefit from our expertise in
efficient sourcing and least cost supplies keeping in mind their usage patterns and
inventory management.
The Retail Brand template of IOC consists of Xtra Care (Urban),Swagat (Highway) and Kissan
Seva Kendras (Rural). These brands are widely recognized aspioneering brands in the
petroleum retail segment. Indian Oils leadership extends to its energy brands - Indane LPG,
SERVO Lubricants, Auto gas LPG, Xtra Premium Branded Petrol, XtraMile Branded Diesel, Xtra
Power Fleet Card, Indian Oil Aviation and Xtra Rewards cash customer loyalty program
me.

1) INDANE GAS:Indane is today one of the largest packed-LPG brands in the world and has been
conferred the coveted consumer super brand; status by the super brands council
of India.

Having launched LPG marketing in the mid-60s Indian oil has been credited with
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bringing about a kitchen revolution spreading warmth and cheer in millions of

households with the introduction of the clean and efficient cooking fuel. It has led
to a substantial improvement in the health of women, especially in rural areas by
replacing smoky and unhealthy chulha, indane is today an ideal fuel for modern
kitchens.
With the status of an exclusive business vertical within the corporation the indane
network delivers 1.2 million cylinders a day of the doorsteps of the over 53 million
households, making Indian oil the second largest markets of LPG globally, after
SHV gas of the Netherlands, indane is available in compact 5kg cylinders for rural,
hilly and inaccessible areas, 14.2kg cylinders for domestic use, and 19 kg
and47.5kg for commercial and industrial use.
2) AUTO GAS:
Auto Gas (LPG) is a clean, high octane, abundant and eco-friendly fuel. It is
obtained from natural gas through fractionation and from crude oil through
refining. 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.

Auto Gas is a gas at atmospheric pressure and normal temperatures, but it can be
liquefied when moderate pressure is applied or when the temperature is
sufficiently reduced. This property makes the fuel an ideal energy source for a
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wide range of applications, as it can be easily condensed, packaged, stored and

utilized. When the pressure is released, the liquid makes up about 250 times its
volume as gas, so large amounts of energy can be stored and transported
compactly. The use of LPG as an automotive fuel has become legal in India with
effect from April 24, 2000, albeit within the prescribed safety terms and
conditions. Hitherto, the thousands of LPG vehicles running in various cities have
been doing so illegally by using domestic LPG cylinders, a very unsafe practice.
Using domestic LPG cylinders in automobiles is still illegal. The fuel is marketed by
Indian
Oil
under
the
brand
name
Auto
Gas
"Indian Oil has setup 350 Auto LPG Dispensing Stations (ALDS) covering 192 cities
across India
3) Natural gas:
Drawing on its vast experience and carefully nurtured skill sets, Indian Oil has
made successful forays in diverse areas such as Natural Gas, Petrochemicals,
Exploration & Production, Renewable Energy, etc.

Over the years, Natural Gas has emerged as the 'fuel of choice' across the world.
It is steadily replacing traditional fossil fuels due to its environment friendly
characteristics which help in meeting the stipulated automobile emission norms.
Natural Gas has significant cost advantages over fuels such as Naphtha and
commercial LPG. Demand for Natural Gas in India is primarily driven by the
fertilizer and power sectors, which account for almost two-third of the countrys
gas consumption.

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4) Petrol/gasoline:
Automotive gasoline and gasoline-oxygenate blends are used in internal
combustion spark-ignition engines. These spark ignition engine fuels are primarily
used for passenger cars. They are also used in off-highway utility vans, farm
machinery and in other spark ignition engines employed in a variety of service
applications
Gasoline is a complex mixture of relatively volatile hydrocarbons that vary widely
in chemical & physical properties and are derived from fractional distillation of
crude petroleum with a further treatment mainly in terms of improvement of its
octane rating. The hundreds of individual hydrocarbons in gasoline range from c4
to c11.

5) DIESEL/GAS OIL:
Diesel is used in diesel engines, a type of internal combustion engine. Rudolf
Diesel originally designed the diesel engine to use coal dust as a fuel, but oil
proved more effective. Diesel engines are used in cars, motorcycles, boats and
locomotives. Automotive diesel fuel serves to power trains, buses, trucks, and
automobiles, to run construction, petroleum drilling and other off-road
equipment and to be the prime mover in a wide range of power generation &
pumping applications. The diesel engine is high compression, self-ignition engine.
Fuel is ignited by the heat of high compression and no spark plug is used.
6) ATF/JET FUEL:
Indian Oil Aviation Service is a leading aviation fuel solution provider in India and
the most-preferred supplier of jet fuel to major international and domestic
airlines. Between one sunrise and the next, Indian Oil Aviation Service refuels
over 1500 flights from the bustling metros to the remote airports linking the
vast Indian landscape, from the icy heights of Led (the highest airport in the world
at 10,682 ft) to the distant islands of Andaman & Nicobar. Jet fuel is a colorless,
combustible, straight-run petroleum distillate liquid. Its principal uses are as jet
engine fuel. The most common jet fuel worldwide is a kerosene-based fuel

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classified as JET A-1.The governing specifications in India are IS 1571: 2001 (7th
Rev).

Indian Oil is India's first ISO-9002 certified oil company conforming to stringent
global quality requirements of aviation fuel storage & handling. Indian Oil Aviation
also caters to the fuel requirements of the Indian Defense Services, besides
refueling VVIP flights at all the airports and remote heli-pads/heli-bases across the
Indian subcontinent.

7) SERVO lubricants & greases

SERVO brand, from Indian Oil, is the brand leader among
lubricants and greases in India and has been conferred
the Consumer Super brand status by the Super brands
Council of India. Recognized for its brand leadership by the World Brand Congress
and as a Master Brand by CMO, Asia, SERVO has now carved a significant niche in
over20
countries
across
the
globe.

With over 1000 commercial grades and over 1,500 formulations encompassing
literally every conceivable application, SERVO serves as a one-stop shop for
complete lubrication solutions in the automotive, industrial and marine segments.
Recognized for cutting-edge technology and high-quality products, SERVO is
backed by Indian Oils world-class R&D and an extensive blending and distribution

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network. SERVOXPRESS vehicle servicing centers are one-stop shops for quick,
easy and convenient auto care, offering a refreshing experience to motorists.
Opened in convenient locations like malls, petrol pumps or as stand-alone units,
SERVOXPRESS stations have facilities for engine oil change, tire & battery checkups, air-conditioner service, vacuum cleaning, perfuming, upholstery cleaning,
polishing, lamination installation, etc., besides replacement of minor parts for two
and four-wheeler vehicles.

8) MARINE FUEL AND LUBRICANTS:

Indian Oil caters to all types of bunker fuels and lubricants required by various
types of vessels operating throughout the world in the shipping industry. Bunker
supplies are made at all major ports of India; Mumbai, Kandla, Vasco, Chennai,
Tuticorin, Kakinada, Visakhapatnam, Kochi, New Mangalore, Kolkata, Paradip,
JNPT, Port Blair and Haldia. Apart from meeting 100% bunker requirement of the
Indian Navy, it also supplies bunker fuels to all major shipping and dredging
companies of India. Spot requirement of different vessels calling at Indian ports
are met through nominations received from local shipping agents and
international bunker traders/brokers.

9) KEROSENE:
Kerosenes are distillate fractions of crude oil in the boiling range of 150-250C.
They are treated mainly for reducing aromatic content to increase their smoke
point (height of a smokeless flame) and hydro fining to reduce sulphur content
and to improve odour, color & burning qualities (char value).

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10) BULK INDUSTRIAL FUEL:

In the large volume consumer segment, Indian Oils provides complete Fuel
Management Solutions to customers who require fuels in bulk and have
dedicated facilities for storage and handling. These customers benefit from Indian
Oils efficient sourcing and supplies matched to their usage patterns and
inventory. The optimization on and optimization of supplies is especially relevant
in the light of high-energy input costs in the recent past, which is expected to
continue in the future too.
11) BITUMEN:
Bitumen is a common binder used in road construction. It is principally obtained
as a residual product in petroleum refineries after higher fractions like gas, petrol,
kerosene and diesel, etc., are removed. Indian Standard Institution defines
Bitumen as a black or dark brown non-crystalline soil or viscous material having
adhesive properties derived from petroleum crude either by natural or by refinery
processes.
General uses of Bitumen:

Constructions of roads, runways and platforms.

Water proofing to prevent water seepage.
Mastic floorings for factories and god own.
Canal lining to prevent erosion.
Dump-proof courses for masonry.
Tank foundation.
Joint filling material for mason

Industries:

Electrical cables and junction boxes.

In battery manufacture as sealing compound.
Paint industries for manufacturing black paints and anti corrosive paints.
Ceramics.
Printing inks.

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12) PETROCHEMICALS:
Petrochemicals have been identified as a prime driver of future growth by Indian
Oil. The Corporation is envisaging an investment of Rs 30,000 crore in the
petrochemicals business in the next few years. These projects will utilize product
streams from the existing refineries of Indian Oil, thereby achieving better
exploitation of the hydrocarbon value chain.
13) SPECIAL PRODUCTS:
Other than the regular petroleum products like light distillates, middle distillates,
heavier products like Furnace Oil, Bitumen, etc., Indian Oil refineries also
manufacture petroleum products for specific applications. These specific
applications could be feed stock for chemical industry, raw material for specific
industries and solid fuels. The petroleum products, produced for specific
applications are called, 'Petrochemicals and Specialties (P&S) Products'.
Refinery
Barauni
Digboi
Guwahati

P&S Products
Carbon Black Feedstock (CBFS), Raw Petroleum Coke (RPC), Sulphur
Paraffin Wax
Raw Petroleum Coke (RPC)
CBFS, Jute Batching Oil (JBO), Micro Crystalline Wax (MCW), Mineral Turpentine
Haldia
Oil (MTO), Sulphur
Koyali LABFS, Mineral Turpentine Oil (MTO), Sulphur, Toluene
Mathura Propylene, Sulphur
Panipat Benzene, Mineral Turpentine Oil (MTO), Petcoke, Sulphur

14) CRUDE OIL:

Crude oil - as petroleum directly out of the ground is called - is a remarkably
varied substance, both in its use and composition. Crude oil is formed from the
preserved remains of prehistoric zooplankton and algae, which have been settled
to the sea (or lake) bottom in large quantities under anoxic conditions. It was
formed over millions of years from the remains of tiny aquatic plants and animals
that lived in ancient seas due to compression and heating of ancient organic
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materials over geological time. The oldest oil-bearing rocks date back to more
than 600 million years, the youngest being as old as about 1 million years. Crude
oil from an area in which the crude oil's molecular characteristics have been
determined and the oil has been classified are used as pricing references
throughout the world. These references are known as Crude oil benchmarks.

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Indian Oil has wide-ranging expertise in setting up and operating Greenfield

refineries and Brownfield expansions. It has pioneered pipeline transportation
know how in India, and has over four decades of experience in putting up
marketing infrastructure across the sub-continent, to reach petroleum products
to millions of people every day. Backed by cutting edge R&D that offers
innovative products, technologies and services covering the entire gamut of
downstream operations. Indian Oil has been lending its expertise for nearly two
decades to various countries in several areas of refining, marketing,
transportation, training and R&D. These include Sri Lanka, Kuwait, Bahrain, Iraq,
Abu Dhabi, Tanzania, Ethiopia, Algeria, Nigeria, Nepal, Bhutan, Maldives, Malaysia
and Zambia. Indian Oils capabilities in the downstream sector of operations in
the oil sector include; Technical and Consultancy Services, Operation &
Maintenance, Techno-Economic feasibility/special studies, Turnaround
Maintenance planning, monitoring & execution, Inspection, Quality Control:
benchmarking, Shipping and Commercial, Logistics, Research & Development,
Safety and Industrial hygiene, Quality Auditing/ Management, Materials
Management, Training.

Refining
Pipelines
marketing
Technology licensing
Training

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Refining

pipelines

Marketing

technology licensing

Training

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Indian Oil's Retail Brand template of Xtra Care (Urban), Swagat (Highway) and
Kisan Seva Kendras(Rural) are widely recognized as pioneering brands in the
petroleum retail segment. Indian Oil's leadership extends to its energy brands Indane LPG, SERVO Lubricants, Autogas LPG, XtraPremium Branded Petrol, Xtra
Mile Branded Diesel, Xtra Power Fleet Card, Indian Oil Aviation and Xtra Rewards
cash customer loyalty programme.

Strengths: IOC controls 10 refineries, by virtue of which it has total share of around
47% of India overall refining capacity.
Has around 50% petroleum products
Huge distribution network through retailing
Accounts for a 47% share in the petroleum products market, 34.8% share in
refining capacity and 67% downstream sector pipelines capacity in India.
Has over 35,000 employees
Loyalty programs like XTRAPOWER Fleet Card Program is aimed at Large
Fleet Operators.

Weakness:The company is the market leader in the industry, but still it had many
weaknesses the list is given below.

Legal issues
Employee management
Bureaucracy
Volatility in the crude market & subsidy burden

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Opportunity:The IOCL has much opportunity in the present market condition. This is because the
petroleum products have become a need for everyone and still contains a lot of scope for
customization. The various opportunities are listed below.

Increasing fuel/oil prices

Increasing natural gas market
More oil well discoveries
Expand export market

Threats:Since the company is the market leader in the field, so have maximum threats from the other
players and many other issues. The lists of threats are given below.
The foreign players with more advanced technology are the biggest threat for the
company.
The crude oil supply is also a big issue in front of the company, because the
company cannot fix its price and so, some time had operated in loss also It is
the biggest problem because the maximum part of their crude is been
imported.
In future the market will welcome more private players, which will eat up its market
share.
If the Govt. Policies allow the private players to set their own price, the private player
can seriously harm the market share of IOC.

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LOYALTY PROGRAMS- AN INTRODUCTION

Loyalty programs are structured marketing efforts that reward, and therefore encourage,
loyal buying behavior- behavior which is potentially of benefit to the firm. Earning customer
loyalty goes beyond gaining customer satisfaction. Loyal Customers evangelize the brand by
sharing their satisfactory experience with their friends and colleagues. A great product or
service is the starting point for customer loyalty. Great marketers architect
loyalty programs from day one. Loyalty programs are initiated by businesses with two
main goals. The primary goal for most loyalty programs is the acquisition of information
relating to their customers' spending habits, while the secondary goal is to actively
cultivate loyalty amongst customers to ensure they continue patronizing the business.
While some companies do reverse these priorities, the above hierarchy holds true for
most. Loyalty programs may offer benefits in a number of different ways. Many
loyalty programs offer sustained discount (such as 10%) for a period of time - perhaps a
year, perhaps for the life of the business. Others offer a discount once certain criteria have
been met.
for example, a 20%discount on a single purchase once a customer has spent Rs 2000 at the
business. Still others offer points which may then be redeemed for products which
may or may not be directly related to the business. Loyalty cards are the most
common form of loyalty programs found throughout the world today. Some of the
first loyalty programs were instituted by airlines in the 1970s in the form of frequent flyer
miles. In these loyalty programs, one accrues points by flying on the airline and then cashes in'
the points in exchange for tickets, upgrades, or even third-party benefits. In the past decade,
many nonairline businesses have combined their own loyalty programs with those of the
airlines, offering frequent flyer miles in exchange for everything from telephone usage to
purchasing gasoline.
Loyalty programs have gained in popularity immensely in the past fifteen years, in no small
part due to the development of a culture of entitlement, in which consumers feel that they
deserve special treatment. Businesses have capitalized on this when designing their loyalty
programs, often offering benefits that cost little, but carry with them an assumed prestige,
such as access to faster-moving lines or special parking spaces
Ultimately, the success of loyalty programs depends on how well the business uses the data it
gathers to further refine its policies and loyalty programs. Many businesses find little profit in
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the use of loyalty programs, while others, such as eBay, attribute much of their
financial success to a well-executed use of such programs.

An Integral part:The immense competition is making the loyalty programs an integral program of
business of day to day functioning of petro-retailing. Right now many such loyalty
programs are run by the petro-retailers like XTRAPOWER (IOCL), EXTRAREWARDS
(IOCL), SMART FLEET (BPCL),PETRO CARD (BPCL), and DRIVE TRACK (HPCL).
However, these programs are mainly focused at the bulk consumers. But the
small consumers are being also provided these types of facilities.

CUSTOMER RELATIONSHIP MANAGEMENT AND LOYALTY PROGRAM

Customer relationship management (CRM) can be widely defined as:
Company activates related to developing and retaining customers. It is a blend of
internal business process: sales ,marketing and customer support with technology
and data capturing techniques, customer relationship management is all about
building long term business relationship with customer loyal customer more
profitable ,any company will like its mindshare status to improve from being a
support to being an advocate, company has to invest in term of its product and
service offering to its customers, it has to innovate and meet the very needs of its
clients/customers so that they remain as advocates on loyalty curve.

With growing competition in the petro-retailing sector, todays consumer is becoming more
and more demanding. The emergence of new psychographic segments in petro retail market
bears the testimony to this fact. A closer look at these segments tells us what
exactly a consumer is looking for whenever he goes to a fuel station to purchase fuel. He
looks for-Quality & Quantity assurance Quick filling and efficient forecourt service Rewarding
loyalty Premium fuels Cashless transactions Non - fuel services. The immense competition will
make loyalty programs an integral program of the day-to-day functioning of petro-retailing. Of
course, right now many such loyalty programs are being run by the petro-retailers like:
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Xtra power (IOCL)

xtra reward (IOCL)

Smart Fleet (BPCL)

petro card (BPCL)

drive track (HPCL)

However, these programs are mainly focused at the bulk consumers and the small consumers
are left unnoticed more or less. But in future, there wont be such differentiation and
loyalty programs will be there for every segment of consumers.

Loyalty program at INDIAN OIL

XTRAREWARDS LOYALTY PROGRAM:Indian Oil XTRAREWARDS is India's first online rewards programme that seeks to
inculcate the habit of redeeming points. It is currently active in Mumbai, Delhi,
Chennai, Ahmedabad, Bengaluru, Bhubaneshwar, Coimbatore, Mysore, Pune and

13/MBA/06

P a g e | 30

Secunderabad, with plans to reach other cities soon. The loyalty programme
rewards customers paying by cash, credit and debit cards. Each transaction is
confirmed online through a charge slip and customers can earn points on
fuel/lube purchases at participating Indian Oil retail outlets. Additional points can
also be earned outside the Indian Oil network, covering prominent FMCG, Food,
Automobile, Travel, Entertainment, Apparel and Hospitality sectors. Apart from
redeeming the accumulated points instantly on fuel / SERVO lubricants at
participating retail outlets, card-holders can also redeem the points to get exciting
gift items from a catalogue. The redemption on gifts can be registered either from
the participating retail outlets or from the comfortable confines of one's home
through the 24x7 IVRS Help Line (1800 22 4111). The programme continuously
provides the cardholder with privileges, benefits and offers from a large number
of alliance partners, including restaurants, pizza companies, automobile service
stations, jewellers, and online shopping companies.

Xtra-power fleet card program:Indian Oil's XTRAPOWER Fleet Card Program is a complete Fleet Management
Solution for the Logistics Industry. With more than 23 lakh vehicles covered so far
by the fleet card program, XTRAPOWER is the ideal choice for large logistics
service providers, small fleet operators and corporate customers who need
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complete control over their fleet. XTRAPOWER is a smart chip based fleet card
program, where you get a smart chip fleet card for each of your vehicle. This
smart chip based fleet card comes as Pre Paid or Credit depending on your choice.
Purchase fuel through cashless transaction from the largest fuel retail network in
India. Exercise complete control of your fleet through XTRAPOWER Fleet Card.
Xtra-power fleet card advantage:

Largest Network of Retail Outlets pan India (Including very remote and
rural locations)
Cashless transactions
Instant MIS
Easy Online Fleet Management
Easy Cash Flow Management CCMS Recharge
RTGS / NEFT / Online funds transfer or Pay at Pump
SMS Alerts for transactions
Manage fleet account by SMS
24 X 7 Toll free Helpline
24 X 7 XTRAPOWER Service Centers to assist your crew
Generic Card Option
No need to wait Ready to use - OTC Cards available for instant fleet
management.
Fleet card other features

Easy Fleet Management: Limits available in XTRAPOWER Fleet Program like Transaction, Daily and Monthly
and One Time limits on Fleet Cards help you gain total control over the fuel spend of
your fleet thereby ensuring total peace of mind.
You can also exercise more control on Products that can be purchased through your fleet
card or Retail Outlets where your fleet should purchase.
Should you lose your fleet card, you can instantly block the card for further transactions
giving you total security

Rewards - Free Fuel & Gifts:Every time you buy fuel / lubes through fleet card from select retail outlets of Indian Oil, you
earn incentives in the form of XTRA points. You can accumulate these reward points and
redeem for free fuel instantly at our retail outlets or for other gift items. Only the customer can
redeem the rewards through a special Control Card Number and PIN.

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Tracking:You can keep track of your fleet by logging on to our website www.iocxtrapower.com. As
XTRAPOWER member you can view the tracking report for your vehicles as well as
transactions made on each of your fleet cards for any period.

Easy Cash Flow Management: XTRAPOWER offers you an excellent tool for enhancing your cash flow utilization.
Through CCMS recharge, cash deposited at our retail outlet by your representative in any
location will be available for use for any of your vehicles instantly. For example, your
driver can deposit the cash collected at Delhi in nearest Indian Oil Retail Outlet with
Fleet Card facility, you can utilize the same funds instantly for any of your vehicle
anywhere.

Insurance Benefits:XTRAPOWER Fleet Program offers Insurance benefits like Road Personal Accident Insurance of Rs. 50,000 per card to fleet owner up to a
maximum of Rs. 20,00,000/-; For Drivers - Rs 1,00,000; Helper - Rs. 50,000/ Road Accident related Medical Insurance during the period of Insurance coverage* (a)
Owner: Rs.10000/- per card subject to maximum of Rs.1, 00,000/-, (b) Driver: Rs.10000/, (c) Co-Driver: Rs.10000/- and (d) Helper-cum-cleaner: Rs.10000/-. This benefit is
available only for hospital expenses incurred for injuries arising from road accidents
only. (*Terms and conditions apply.)
DRIVER CARDS: DRIVERS are insured against enrolled Driver cards. Drivers must have a
Valid Driving License and should be driving at least an LMV involved in a road accident
to be eligible for the claim.
So far, about Rs. 2, 00, 00,000 of benefits have been settled rendering financial and social
security to the kin of truck crew. This kind of claim settlement is unique and unmatched
in the industry.

Care for your Truck Crew: The Program's Driver specific initiatives like Doctor at Door step offers free health
checkup to driving members during special occasions when they come for refueling their
vehicles .
With tie up from reputed hospitals, the program offers free health checkups at our retail
outlets for your driving members.

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During such health checkup programs, General Health Check Ups like free identification
of blood group, blood pressure, blood sugar levels, General counseling by expert doctors
with provision of free medicines are administered.
Eye Check Ups are also conducted in association with reputed Eye Hospitals and provide
free spectacles and also free cataract operations wherever required.
In the last two financial years alone, more than 70,000 truck crew members have been
benefited through 705 such Health Check up Camps that have been conducted across
India; Another 40,000 driving members are expected to reap the benefit during the
current financial year.
COMPARISON BETWEEN LOYALTY CARD BENEFITS WITH OTHER OMC
Loyalty card
IOCL

BPCL

HPCL

Benefits
HIGHEST
VALUEREWARD POINT
ONDISEL AND PETRO
CASH LOADING

ONLINE PIN UNLOCKING

INSTANT FUEL
REDEMPTION
Prepaid and Credit facility
INSURANCE FOR OWNER

INSURANCE FOR DRIVER

AND CLEANER

Medical Insurance

4-6%

5%

4%

MANUAL AND BY CENTAL

CASH MANAGEMENT
(FREE)
YES (FREE OF COST)
YES

MANUAL AND
BY CENTAL CASH
MANAGEMENT (FREE
YES (FREE OF COST)
YES

MANUAL AND
BY CENTAL CASH
MANAGEMENT (FREE
YES (FREE OF COST)
YES

YES
Rs. 10000/- per card,
maximum up to
Rs.2000000/-

YES
No insurance

YES
No insurance

Driver: Rs. 50000/- ,

Co driver:
Rs. 25000/- and
Cleaner: Rs. 25000/(Rs.10, 000/- per card):
Owner: Rs.2500/- per
card subjected to
maximum of
Rs.50,000/-,
Driver:Rs.2500/-, CoDriver:Rs.2500/- and
Helper-cum-cleaner:
Rs.2500/-.

No insurance for
driver and cleaner

Rs. 100000/- for

Driver and
Cleaner separately

No Medical
Insurance

No Medical
Insurance

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Lost Card Liability

Insurance

LOST CARDLIABILITY

Maximum up to
Rs.16,000/per card subjected to
misuse of the card within
24
hours from lodging the
loss
complain with
XTRAPOWER
24 HOUR
CUSTOMERHELPLINE
A replacement card is issue
to the cardholder after
due verification the
prepaid amount balance
of the lost card is
transferred with a fee of Rs
100per card

No such benefit

No such benefit

A replacement card is
issue to the
cardholder after
due verification the
prepaid amount
balance of the lost
card is transferred
after verification

A replacement card is
issue to the
cardholder after
due verification the
prepaid
amount balance of
the lost card is
transferred after
verification
Card-insert based
Card-insert based
offline tracking at no offline tracking at no
extra cost. Card insert
extra cost. At any HP
based online tracking Fleet card outlet, the
at a nominal cost. Vehicle driver has to place
tracking Through
the card on the
SMS(fee only for blue
reader and enter his
card holder)
PIN Number. This is
regardless of whether
or not your Driver
fuels the vehicle at
the outlet.
Card insert based
online tracking at
nominal cost.

VEHICLE TRACKING

Card-insert based offline

tracking at no extra cost.
Card insert based online
tracking at a nominal cost
of Rs.2/

SMART CARDPREPAID
CREDIT

Yes

Yes

yes

RELOADINGFACILITY Yes

Yes

yes

YES, RS 250
PER CARD

NA

ENORLMENT FEE AND

RENWAL FEE

YES , RS 100 PRECARD

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From this comparison it is clear that benefits provided by IOCL is better than its
competitor inspire of this to get more customer the company can consider for benefits such
as,

Free SMS alert as provided by BPCL for balance check and vehicle tracking.
Extra benefit scheme for customer with more transaction.
Multiple credit partners for customers.
Redemption at any point of time with increased point validity from 1 year.
Fleet card vehicle for smaller vehicle.

LIST OF SOME CUSTOMER AND THEIR FEEDBACK

NAME OFCUSTOMERS
ANDTRANSPORT AGENCY

LOCATION OF
BUSINESS

TOTAL NO
OF VEHICLES

CONTACT NO

FEEDBACK

9434062255

POSITIVE

36/34
40/10
CORPORATE
CARD
ASANSOL / UP 25/25

03432520389
0343-2544855

POSITIVE
POSITIVE

09279083003

POSITIVE

BURNPUR TAILOR
SERVICE (BARUN
NANDI)

ASANSOL

10/8

8768324271
9333116698

POSTIVE

RAJA TRANSPORT
(ABHIJEET
MUKHERJEE)
MRINMOY TRANING
& MOVERS PVT LTD

ASANSOL

30/30

9832139394

POSITIVE

ASANSOL

15/15

9800880301

POSITIVE

UNIT

KOLKATA

80/NOT
SPECIFIDE

9830345678

NEGATIVE
(DONT KNOW
HOW TO USE
CARD)

/NUMBER OF
CARDS

SHYAM TRANSPORT
(SHAM MISHRA)

DURGAPUR

ASHUTOSH GOURAI
UNITED TRANSPORT

RAJBANDH
DURGAPUR

ALI ROAD LINE

80/ 73

(MR ALI)

TRANSPORT

SOUTH INDIA
TRANSPORT (MR
BANKETESH)

ASANSOL

6/4

9434312629

POSITIVE

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Mapex infrastature pvt

ltd(jaydeb das)

Kolkata

20/15
9830796876
corporate card

Positive

New ajad hind

transport (j roy)
Bandana logistic

Durgapur

12/6

9830171357

Positive

Raniganj

10/

9434003803

Vhanu transport
agency (mr vhanu)

Durgapur

6/2

9333900481

Assan transport
Burnpur
company (vivek shukla)

10/10

9734255477

Negative not
interested in
card and dont
know how to
use
Negative
(dont kanow
hou to use)
Positive

Sanjay Sharma
Rabikanth transport
Belhi engg(subhas
biswas)
z.r.l transport (mangu
sing)
Nehara transport &
roadline(banti sing)

Asansol
Borakor
Asansol

6/0
12/10
20/12

8170040454
7209425300
9231027115

Negative
Positive
Positive

Jharkhand

14/5

8809987556

Positive

Dhanbad

6/3

09985028977

Mintu ghosh

Gandhimore

6/0

9434036123

d.m.c (shantamoy
mukherjee)
Kiran playwood
(madan sing)
ALOKENDU ADHIKARI
BIRENDER ROY

Durgapur

10/10

9832798287

Negative
(dont know
how to use)
Negative (not
interested
card)
Positive

Asansol

5/3

9434711814

Positive

Murshidabad
Duragpur

30/30
4/4

9434315104
9748679867

Suchata ghosh

Durgapur

6/1

9434036123

Positive
Positive (dont
know how to
use want help
very much
interested)
Negative
better to give
cash than using
card
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These are the list of customers to whom I talk and also meet with some of them their
responses are very encouraging and most of them are interested and satisfied with this
program. Some of the customer does not show interest the main reason behind this is.

Problem with operation of card.

Small amount of transaction.
Unaware of the benefit provided by the Xtra power fleet card.
Less number of outlets with such facility.
Prefers to give cash instead of transaction through card.

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Personal details:Name..
Address..
Organization..
Date of visit.
1) How many liters of fuel do you sell in a week through Xtra Power fleet card in a month?

a.
b.
c.
d.

1000-20000ltr
20000-40000ltr
40000-60000ltr
More than 60000ltr

2) What is the average sale of following brands at your outlet in a week?

BRANDS

XTRA MILE
SUPER DISEL

XTRA
PREMEIUM
PETROL

SERVO
UNLEDEAD
LUBRICANTS PETROL

UNLEDEAD
DIESEL

SERVO
UNLEDEAD
LUBRICANTS PETROL

UNLEDEAD
DIESEL

Maximun

Minimum

3) What price do you get the following brands at?

BRANDS

XTRA MILE
SUPER DISEL

XTRA
PREMEIUM
PETROL

price

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4) What is your margin for the following brands?
BRANDS

XTRA MILE
SUPER DISEL

XTRA
PREMEIUM
PETROL

SERVO
UNLEDEAD
LUBRICANTS PETROL

UNLEDEAD
DIESEL

price

5) What is the average sale of fuel/lubricants through Xtra Power Fleet card from your outlet?

6) Do you tell the customer/fleet owner/driver about the Xtra Power fleet card loyalty program of IOCL?
o Yes
o No
o Sometimes

7) Do the staff/attendants know how to operate the machine of Xtra Power fleet card?
o Yes
o No

8) What is the usual mode of payment made by the customer?

o Cash
o Credit/debit card
o Xtra power fleet card
9) Is the outlet well equipped with machines of Xtra Power fleet card?
o Yes
o No

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DAT FROM RETAILERS :

Total percentage of fuel sold by Xtra power fleet card:

45%
40%

40%
35%

35%
29%

30%

25%

25%
20%
15%
10%
5%
0%
1000-20000LTR

20000-40000LTR

40000-60000LTR

MORE THAN
60000LTR

Percentage of sale of different products in a week:

45%

40%

40%
35%
30%
25%

19%

20%
15%

10%

10%

23%

8%

5%
0%
xtra mile
super disal

xtra
premium
petrol

survo
unledead
lubricants
petrol

unledead
disal

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Percentage of price collected by different brands:

45%

40%

40%
35%
30%
25%

19%

20%
15%

10%

10%

23%

8%

5%
0%
xtra mile
super disal

xtra
premium
petrol

survo
unledead
lubricants
petrol

unledead
disal

Percentage of sale through Xtra power fleet card:

80
70
60
50
73.5

40
30
20

26.5

10
0
sale through xtra
power fleet card

sale without using

card

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Do you tell the customer/fleet owner/driver about the Xtra Power fleet card?

80%

75%

70%
60%
50%
40%
30%
17%

20%
8%

10%
0%
yes

no

sometimes

Do the staff/attendants know how to operate the machine of Xtra Power fleet card?

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

96%yes

4%no

yes

no

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What is the usual mode of payment made by the customer?

70%

65%

60%
50%
40%

26%

30%
20%

9%

10%
0%
cash

xtra power
fleet card

credit/debit
card

Is the outlet well equipped with machines of Xtra Power fleet card?

4%no

yes
96%yes

no

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Questionnaire for the Customers:Customer name.

Address
Ph no.
Date of visit..
1) Do you visit the IOCL fuel station regularly?
o Yes
o No
o Sometimes

2) What is the usual mode of payment?

o Cash
o Xtra power fleet card
o Credit/debit card

3) Do you know about the Xtra Power fleet card?

o Yes
o No

4) From where did you come to know about the fleet card program?
o
o
o
o
o

Advertisement
Newspaper
IOCL retail outlet
Magazine
Others..

5) How many vehicles/trucks do you have?

.

6) Are you satisfied with the service of fleet card?

o Yes
o No
o Partly satisfied

7) Do you use your fleet card regularly?

o Yes
o No
o Sometimes

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8) What improvements do you want in the fleet card loyalty program?

o Better services to the card holders
o More attractive offers
o Others.

9) Do you redeem your Xtra points regularly?

o Yes
o No
o Sometimes

10) Any suggestions about the Xtra Power Fleet Card program?

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Do you visit the IOCL fuel station regularly?

40%

SOMETIMES

10%

NO

50%

YES

0%

10%

20%

30%

40%

50%

What is the usual mode of payment?

29%XTRA
POWER FLEET
CARD

CASH
DEBIT/CREDIT CARD
65%CASH

XTRA POWER FLEET

CARD

6%DEBIT OR
CREDIT CARD

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Do you know about the Xtra Power fleet card?

90
80
70
60
50
40

87% YES

30
20
10
0

13%NO

YES

NO

From where did you come to know about the fleet card program?
80%
70%
60%
50%
40%
30%
20%
10%
0%

70%

9%

6%

3%

12%

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Are you satisfied with the service of fleet card?

25%
yes
no
60%

15%

partly satisfide

Do you use your fleet card regularly?

50%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

31%
19%

yes

no

sometimes

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What improvements do you want in the fleet card loyalty program?

70%

60%

60%
50%
40%

29%

30%

11%

20%
10%
0%

better
service

more offers

others

Do you redeem your Xtra points regularly?

2%

13%

yes
no
85%

sometimes

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Most of the customers were very supporting and welcoming .They had Good will for IOC.
Customers who showed interest appreciated the offer provided and were eager to continue talks with
IOC. They were also wanted to know more about the program.
Some of the prospective customers were not aware of India Oil Xtra Power Fleet Card loyalty
Program. Hence they were not interested. Also due to the increase in the oil prices they
were apprehensive a little bit.
Some of the customers facing technical difficulties while using the card since they are
notable to understand its operations clearly
Some customers have no clear idea about its benefit and they are happy to use their old traditional way
of purchasing oil and lubricant.
Some of the customer considers it as very complex and the benefit is not so high.
Customers most of them are small transporter are not very keen for this program some of them have
purchase the card but the card remains as idle as they have very less transaction and lack of information
about the benefits.
Xtra power scheme is not available at all the retail outlet of Indian oil in so at a time it creates
problem.
The card swiping machines are not properly maintained at some places leading to many customer
complaints. Some of the machines are very old and they are need replacement with the
new one.
At some places pump attendants are also not interested in providing this service.
There are no pamphlets available at pumps, which could give a brief idea about the
loyalty program.
Pamphlet and booklets are in English; hence most of the people are not able to
understand.
There is no dedicated person for collecting the forms. So, there is a large backlog of forms.
There is Lack of internet facility at some of the outlets and also problem with poor network service.
Website of Xtra power (www.iocxtrapower.com) is not regularly updated.
There is no facility of SMS for vehicle tracking and to know detail about existing balance where other
major oil producing company (BPCL) provides this service to their customers.
Sundaram finance is the only partner for providing credit to the card owner.
There are no any special benefits for customers having larger transaction.
There is no any benefit for customers with small vehicle.
Corporate customers are not very interested as there is no any special benefit for them.

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Customer loyalty comes in three phases. The first derives from location. The next phase is
Meeting the needs of your customer profile. The third phase down is retailer's
loyalty programmers. Most consumers are multi- Loyal
The key to a successful business is a steady customer base. After all, successful businesses
typically see 80 percent of their business come from 20 percent of their customers.
(PARETO ANALYSIS).
Xtra power is a step of IOC towards building loyalty among the existing customers.
Loyalty program works only when the customer is emotionally attached to the brand. The
best way to keep customers loyal is to provide a good product or service that provides
good value for money. Branding alone will not make customers loyal, but back up a good
product and customer service with branding and loyalty will develop quicker. Offers and
loyalty schemes can increase loyalty, but they are no substitute for (and will not work without)
a good product, good customer service, and friendly customer relationships. We need to
enroll the right customers. We can recognize the highest value customers to
recognize and reward their value to our organization; we can cultivate high
potential customers who currently split their purchases between us and our competitors or
reach out to those most at risk of churning. Knowing which customer groups are most
important to us allows crafting recognition and rewarding strategy that piques their interest.
Customers should be involved in the program by constant communication to make them
understand what is in for them. Comprehensive surveys should be conducted to find out what
should be the ideal way to reward the loyal customers and retain them for the lifetime.
Activities like checking point balances online, responding to targeted offers, using kiosks,
bidding on auction items, entering sweepstakes and so on. Such participation is a sure sign of
increasing value to the customers.

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Most of the people are not aware regarding the Xtra power scheme, IOC should try to create awareness
regarding the program by means of more aggressive advertising.
The customers facing any kind of difficulties must be assisted promptly and their problem must be
considered with due care.
Xtra power fleet card banners should be put at proper location with easy visibility
Information centers especially in remote areas must be setup so that people have access to this
program and they can have detail information about its benefits.
The facilities should be made available to more retail outlet.
The card swiping machine must be carefully maintained and provide quick service for any technical
difficulties. The old machines must be replaced by the new one without any delay.
Most of the pump attendant is not so educated hence a training program for them to provide the use of
swiping machine and its various technical aspects.
Regular visit to pump should be made and pump owner and attendants are encouraged to provide the
service for their own benefit and benefit to the customers. If possible some rewards should be given to
the pump with highest sale in month by card transaction.
Pamphlets must be available at pump so that customers get a brief idea about the
program.
All the pamphlets and booklets are in English, hence most of the customer not able to understand. It
should be in regional language (Bengali) and Hindi for easy understanding.
There must be a fixed person for collecting forms and application for the card.
The website for Xtra power needs regular update with more user friendly access and details of new as
well as upcoming offers.
The poor network service at retail outlet need to improve urgently.
Target new vehicle/fleet owner by tie up with the vehicles companies and give XTRAPOWER FLEET
CARD with every new vehicle/truck.
If a card is not used for a specified period then a message should be given as a reminder and if possible
to contact the person as there may be some other reason.
Xtra reward program should be started at all other locations as early as possible.
Facility for vehicle tracking and to know the detail of existing balance by customer
should also made available through SMS service.
Need for more credit partner to provide wide credit service to the customers.
Special benefit must be provided to customers with larger transaction and it is better to divide the
customers in groups as per their total transaction.
Need for Local alliance partners.

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Websites URLs:
https://www.iocl.com/
http://en.wikipedia.org/wiki/Indian_Oil_Corporation
http://www.iocxtrapower.com/
https://www.iocl.com/Services/MarketingLoyaltyPrograms.aspx
https://www.iocl.com/Products/Indanegas.aspx
https://www.xtrarewards.com/ExtraRewards/site/About_XTRAREWARDS.
aspx
https://www.google.co.in/
http://www.moneycontrol.com/india/stockpricequote/refineries/indianoilcor
poration/IOC
Books:
1. N. G. Das, Statistical Methods: McGraw Hill
2. P. Kotler, Marketing Management: PEARSON Education- 13th Edition
3. S.P.GUPTA, STATISTICAL METHODS

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