BPCL:

Introduction of Company: BPCL

Bharat gas is the LPG unit of BPCL. Bharat Gas is available in around 42 million homes. In the year 2000
ebharatgas.com was launched, to help customers get a relevant information and see the convenience of booking
Bharat Gas ‘Online’. The website has a feature by which a customer can give feedback and stay connected with
the company. It also helps customers to book a cylinder online, track their order and give feedback via IVRS,
SMS and Mobile App 24 X 7. It is also widely used in countries of Middle-East and Africa. The Bharat gas is the
LPG business division of the BPCL.

Different Sizes in which the LPG cylinder is Available

3.1 Size (Weight in Kgs) and Purpose of Use:
(a) 5kg LPG: (Domestic and Commercial) - Smallest product offering of Bharat Gas for those whose
consumption of fuel is not very high. Also, its major product differentiation is that it is available 24X7 through
various retailers and fuel pumps.
(b) 14.2 kg LPG: (Domestic) - Most widely sold cylinders from BPCL. It is available in both subsidized and non-
subsidized category.
(c) 19kg LPG: (Commercial) - Used for commercial purpose such as in hotels and restaurant
(d) 35 kg LPG: (Industrial) - Industrial Applications such as cutting metals etc.,
(e) 47.5 kg LPG: (Industrial) - Heavy Industrial Application

BPCL has 7 SBUs which offers variety of products as mentioned below:

1. Retail Business:
Retail SBU is the face of Bharat Petroleum for the outside world. They are engaged into retailing pf Diesel,
Petrol, Kerosene, Naphtha, White Oil, Black Oil and Furnace Oil in addition to various non-fuel products
and value-added services like in & Out retail outlets etc. through its 7000+ retail outlets and 1300+ kerosene
dealer network.

2. LPG Business:
Bharat Gas is the LPG unit of BPCL with customer base close to 52.3 million homes in urban and rural
areas. It has a strong distribution network of over 4664 distributors with 2400 distributors in rural areas.
Regular operations include 24*7 gas refill booking through online (SMS/IVRS/App/Web) and offline
(physical visit to distribution centre) medium, locating/rating/auditing distributor for their services,
registering new gas connection, transfer of existing connection to other location, feedback collection,
customer grievance resolution, KYC verification, HIG exclusion, Aadhaar enrolment, providing information
about various schemes like PAHAL, give up subsidy, surrendering etc.

3. Aviation Business:
Bharat Petroleum Aviation Fuel Services provides high quality aviation fuel services at 40 airports in
India for all major domestic and international airlines for the past 50 years since its fuelling operation in
1911. The company also provides e-data base and XML customer invoicing. The company not only provides
ATF and jet fuel but also high class-in plane services, latest fuel farm management, consultancy and training
services.

4. Lubricants Business:
Choice of right lubricant helps to improve the performance and enhance the life of vehicle to derive better
value out of them. BPCL offers a wide range of lubricants under the name of MAK lubricants which
comprises of various product categories. Various uses are in heat treatment of metals, rust prevention,
bearing lubrication, railroad oils, hydraulic oils, turbine oil etc.

5. Industrial and Commercial:

 Industrial and Commercial (I&C) fuel services mainly caters to fuel requirements of around 8000
industrial customers in public and private sector in both core and non-core segments. It also caters to many
government sectors like Defence, Railway, State electricity board, state transport undertakings.

6. Gas Business:
Bharat Gas Petro net LNG limited caters to natural gas demands in the country. BPCL has very early
entered natural gas segment. It’s available in the North east, Rajasthan and Gujarat BPCL has also co-
promoted three more CGD networks.

7. Refinery:
BPCL has total 4 refineries where crude oil is refined to convert into various useful products.
Currently, BPCL has 4 refineries in Mumbai 13MMTPA, Kochi 15.5 MMTPA, Bina i.e. Bharat Oman
Refineries Limited (BORL) with capacity of 6 MMTPA (9 MMTPA in next 3 years), Numaligarh (NRL)
with capacity of 3 MMTPA. It has found discovery of hydrocarbons and natural gas reserves in Brazil, gas
reserves in Mozambique, Oil reserves in Indonesia etc.

2.4 Customer Touch Points:

(a) New Connection
(b) Address verification
(c) Connection installation
(d) Refill booking received by IVRS / SMS
(e) Refill delivery
(f) Mechanic and Emergency call
(g) Customer satisfaction survey calls (CRC)

Systems and Procedures related to the Study:

As I have done my Summer Internship at BPCL, have contacted the regional sales officer of Mumbai region
(Maharashtra) through a call, in which we recoded an audio file. Please find the audio file ( conversation between
me and sales officer of BPCL (Mumbai region)) below:

Summary Notes of Audio-Video and other content:

Discussed about the Distribution network of the company. And about they coordinate with other distribution
channels. What is the organization structure (whom you need to report? Who handles the logistics part?). How
frequently the sales teams communicate within the organization? One distributor caters to how many people and
how much population? What are the distribution methods that are used by the company to sell its products?

General strategies for all the companies, basically It is a horizontal structure it is divided according to the division
or formulate according to the demographic segment. Suppose, BPCL has four regions and the head office is based
in Mumbai. In Mumbai they have four regional offices which reports to the main head office which is similar or
all the business units. As already mentioned, the company has 7 business units there are different products based
in them the organization structure is divided in a demographic form (north, east, west and south). In these four
regions the company has different territories attached to each region and for example western region the company
has 16 territories and these territories formed upon/ based on the population density according to the region and
the life style of the people who are living. In the western region there are 5-6 states in those states need to calculate
how many people are living, whether these people are having the funds to purchase the LPG, or any other kind of
product based on that the product is moved down the line in each company. If they wanted to place the product,
they have distributorship each sales officer is mean to maintain the coordination between the company and the
distribution network his aim is not to sell the product rather to maintain the coordination as far as supply and
demand. To maintain the deal the sales officer ned to be in a coordination with the higher management and in the
line sales team need to make the availability of the source to the distributor network as the distributor received the
product from the company which need to be sold by him companies promotion, branding part everything is
different it will come at the end of the methods near to the customer level where the sales officer is not seeing any
role. They will not play any role in promotion etc., and after this they need to decide how many sales officer need
to keep, how many retail outlets need to start, how many distribution network need to be attached etc., this the
chain rather to execute this chain the company has some software in between for the efficient management effect
for placing the order by the customer or distributor. To report to the company a software is required which is also
plays an important role in the coordination network supply will be generated by the customer it will be recorded
by the company and given to the logistics team then it will be approved by them and coordinated by the sales
officer. Finally reached to the distributors all of these will be monitored within the sales level only based on the
distributor level and his demand and market share the level I analysed by the sales officer and at a is given to the
top-level management market share analysis is done with respect to the previous year to find the demand and
market share

How frequently the sales team and distribution channels meet

There will be scheduling for each distributor for example he meets 2-3 months. But it doesn’t happen every time
as sometimes sales officer will go to the field and meet him according to the sales and demand of the product.
Practically sales teams meet the distributor very frequently when 20% of the distributors doesn’t do the work or
having low number of sales. Sales officer must report to the top-level management such as regional managers
they communicate with mails or on phone, the frequency is mostly depending the sales and demand, performance
of the sales teams it not the fixed process, it always depends upon the requirement TM/RLM etc., Sales is
happening at the distribution level. They need to contact or coordinate as there will not be any direct contact (it
depends upon industry landing plan for each distributor on which it is dependent)
IOCL:
Introduction of Company: IOCL

Systems and Procedures related to the Study:

Contacted the Sales officer of the company, based in Mumbai region to know about the company distribution
network though a call, as the Sales Officer was a friend of mine who joined in 2016. Had an audio-based
conversation with them.

Summary Notes of Audio-Video and other content:

As the company has distinguished customer IOCL, they have a sales team or sales coordination between the
dealers or the distributors. Discussed about the distribution methods that are used by the company to sell its
products, whether the company have any established outlets or connections to other businesses. How frequently
sales coordinators contact the manufacturing and logistics team regarding delivery. Whether the company have
any specific working post to manage only channel flow for organizations distribution network. And finally
discussed about the present coordination work effectively between the channel partners or participants like
(finance/logistics etc.,)
TATA MOTORS:
Introduction of Company: TATA MOTORS
Tata Motors Group (Tata Motors) is a $45 billion organisation. It is a leading global automobile manufacturing
company. Its diverse portfolio includes an extensive range of cars, sports utility vehicles, trucks, buses and defence
vehicles. Tata Motors is India’s largest and the only original equipment manufacturer (OEM) offering extensive
range of integrated, smart and e-mobility solutions. Tata Motors strives to bring new products that fire the
imagination of GenNext customers, fueled by state-of-the-art design and R&D centers located in India, the UK,
Italy and South Korea. It has operations in the UK, South Korea, Thailand, South Africa, and Indonesia through
a strong global network of 109 subsidiary and associate companies, including Jaguar Land Rover and Tata
Daewoo.
Business units:
 Commercial Vehicles
 Electric Vehicles
 Passenger Vehicles

Systems and Procedures related to the Study:

Contacted sales manager of tata motors of Pune region through a classmate who was working in that company. It
was an Audio recorded file where we spoke about the distribution network and coordination in the sales team of
the company.

Summary Notes of Audio-Video and other content:

Discussed about the distribution and dealership. They used to contact 2 times a day, they follow a pattern in
coordinating with dealers or any reviews from the customers. for example: C0, C1, C2, and C3. There will be
daily review to know the status of the dealers. Also discussed about the senior level and top-level management.
How they contact with them as a regional or state level or territory level. Finally review meetings between project
manager meetings and State product mangers for a product and finance/logistics managers.