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MARKETING STRATEGY OF IOCL IN INDIA DESSERTATION

Submitted to College of Management & Economic Studies for the partial fulfilment of the degree of

BACHELOR OF BUSINESS ADMINISTRATION (OIL AND GAS MARKETING)

Guided by: MR. A.LAKSHMAN RAO


Department of MANAGEMENT College of MANAGEMENT STUDIES University of Petroleum and Energy Studies Dehradun

Submitted by: ANJALI NAUTIYAL Enrolment No: R170209016 SAP ID: 500008222

College of Management and Economic Studies University of Petroleum and Energy Studies Dehradun, Uttarakhand, India
NOVEMBER, 2011

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CERTIFICATE

This is to certify that Anjali Nautiyal has developed and implemented the dissertation work entitled Marketing Strategy Of IOCL In India under my guidance at University Of Petroleum & Energy Studies from November11 to april12 for partial completion of BBA Oil & Gas from University Of Petroleum & Energy Studies, Dehradun. The project has been completed successfully to our satisfaction and their conduct during the tenure of the dissertation was good.

For: University Of Petroleum & Energy Studies ,

Name: Mr. A. Lakshman Rao Designation:

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S.NO

CHAPTER

PAGE NO.

Introduction

II

Literature Review

III

Objectives

IV

Research Methodology

Problem Of Statement

VI

Conclusion

VII

Limitation

Reference

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ACKNOWLEDGEMENT

Dissertation is an integral part of any management program. I feel myself lucky that I got the opportunity to make my dissertation in one of the largest and most popular oil sector university, University of Petroleum and Energy Studies. I take the opportunity to express our gratitude to all of them, who helped us to accomplish this challenging report in UPES . I wish to express our deepest sense of gratitude towards our respected mentor, Mr.A.Lakshaman Rao. I have received enormous inputs and inspiration in various stages of our project from them.

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CHAPTER -1

INTRODUCTION

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INTRODUCTION
Indian Oil Corporation Limited, or Indian Oil is an Indian state-owned oil and gas corporation with its headquarters in New Delhi, India. The company is the world's 98th largest public corporation, according to the Fortune Global 500 list, and the largest public corporation in India when ranked by revenue. Indian Oil and its subsidiaries account for a 47% share in the petroleum products market, 34% share in refining capacity and 67% downstream sector pipelines capacity in India .The Indian Oil Group of Companies owns and operates 10 of India's 21 refineries with a combined refining capacity of 65.7 million metric tons per year. It is one of the five Maharatna status companies of India, apart from Coal India Limited, NTPC Limited, Oil and Natural Gas Corporation and Steel Authority of India Limited. Indian Oil operates the largest and the widest network of fuel stations in the country, numbering about 19,463 (15,946 regular ROs & 3,517 Kissan Sewa Kendra). It has also started Auto LPG Dispensing Stations (ALDS). It supplies Indane cooking gas to over 62.4 million households through a network of 5,456 Indian distributors. In addition, Indian Oil's Research and Development Center (R&D) at Faridabad supports, develops and provides the necessary technology solutions to the operating divisions of the corporation and its customers within the country and abroad.

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HISTORY
Indian Oil began operation in 1959 as Indian Oil Company Ltd. The Indian Oil Corporation was formed in 1964, with the merger of Indian Refineries Ltd.

PRODUCTS
Indian Oil's product range covers petrol, diesel, LPG, auto LPG, aviation turbine fuel, lubricants, naphtha, bitumen, paraffin, kerosene etc. Xtra Premium petrol, Xtra Mile diesel, Servo lubricants, Indane LPG cooking gas, Autogas LPG, IndianOil Aviation are some of its prominet brands. Recently Indian Oil has also introduced a new business line of supplying LNG (liquefied natural gas) by cryogenic transportation. This is called "LNG at Doorstep".

REFINERIES IN ASSAM

Digboi Refinery, in Upper Assam, is India's oldest refinery and was commissioned in 1901. Originally a part of Assam Oil Company, it became part of IndianOil in 1981. Its original refining capacity had been 0.5 MMTPA since 1901. Modernisation project of this refinery was completed by 1996 and the refinery now has an enhanced capacity of 0.65 MMTPA.

Guwahati Refinery, the first public sector refinery of the country, was built with Romanian collaboration and was inaugurated by Late Pt. Jawaharlal Nehru, the first Prime Minister of India, on 1 January 1962. Its capacity is 1 MMTPA.

Bongaigaon Refinery became the eighth refinery of IndianOil after merger of Bongaigaon Refinery & Petrochemicals Limited w.e.f. 25 March 2009. It is located at Dhaligaon in Chirang district of Assam, 200 km west of Guwahati.

IN BIHAR

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Barauni Refinery, in Bihar, was built in collaboration with Russia and Romania. It was commissioned in 1964 with a capacity of 1 MMTPA. Its capacity today is 6 MMTPA.

IN GUJARAT

Gujarat Refinery, at Koyali (near Vadodara) in Gujarat in Western India, is Indian Oils second largest refinery. The refinery was commissioned in 1965. It also houses the first hydrocracking unit of the country. Its present capacity is 13.70 MMTPA.

IN WEST BENGAL

Haldia Refinery is the only coastal refinery of the Corporation, situated 136 km downstream of Kolkata in the Purba Medinipur (East Midnapore) district. It was commissioned in 1975 with a capacity of 2.5 MMTPA, which has since been increased to 7.5 MMTPA.

IN UTTAR PRADESH

Mathura Refinery was commissioned in 1982 as the sixth refinery in the fold of IndianOil and with an original capacity of 6.0 MMTPA. Located strategically between the historic cities of Delhi and Agra, the capacity of Mathura refinery was increased to 8.8 MMTPA.

IN HARYANA

Panipat Refinery is the seventh and largest refinery of IndianOil. The original refinery with 6 MMTPA capacity was built and commissioned in 1998. Panipat Refinery has since expanded its refining capacity to 15 MMTPA.

It is believed that the future IOCL refinery Will be Paradeep Refinery. It is expected to be handover at 2012. Subsidiary refineries Chennai Petroleum (10.5 MMTPA)

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GROUP COMPANIES AND JOINT VENTURES


Indian Oil Bhavan, New Delhi.

IndianOil (Mauritius) Ltd. Lanka IOC PLC Group company for retail and storage operations in Sri Lanka. It is listed in the Colombo Stock Exchange. It was locked into a bitter subsidy payment dispute with Sri Lanka's Government which has since been resolved.

IOC Middle East FZE Chennai Petroleum Corporation Limited Green Gas Ltd. a joint venture with Gas Authority of India Ltd. for city-wide gas distribution networks. Indo Cat Pvt. Ltd., with Intercat, USA, for manufacturing 15,000 tonnes per annum of FCC (fluidised catalytic cracking) catalysts & additives in India. Indian Oil CREDA Bio-fuels Ltd., a joint venture with Chattisgarh government for production and marketing of Bio-fuels. Numerous exploration and production ventures with Oil India Ltd., Oil and Natural Gas Corporation.

INTERNATIONAL RANKINGS
Indian Oil is the highest ranked Indian company in the Fortune 'Global 500' listing, 98th position in 2011. It is also the 18th largest petroleum company in the world and the No. 1 petroleum trading company among the National Oil Companies in the Asia-Pacific region. IOCL was featured on the 2011 Forbes Global 2000 at position 243. It is fifth most valued brand in India according to an annual survey conducted by Brand Finance and The Economic Times in 2010.

LOYALTY PROGRAMS
XTRAPOWER Fleet Card Program is aimed at Large Fleet Operators. Currently it has 1 million customer base. XTRAREWARDS is a recently launched loyalty program for retail customers where customers can earn reward points on their purchases.

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COMPETITORS
Indian Oil Corporation has two major domestic competitors, Bharat Petroleum and Hindustan Petroleum. Both are state-controlled, like Indian Oil Corporation. There are two private competitors, Reliance Industries and Essar Oil.

CONCERNS
The volatility in the crude market & subsidy burden on the IOCL has dented the company performance like other PSU oil companies. This is also reflected in its FORTUNE rating this year. Moreover, bureaucratic hurdles in projects are hurting company advancement. IOCL has one of the best technical manpower for execution of jobs.The newly announced 5 billion dollar contract with Iran raises severe implications on the UN and U.S. sanctions on nuclear proliferation.

OIL INDUSTRY DEVELOPMENT BOARD


India has begun the development of a strategic crude oil reserve sized at 37.4 million barrels (5,950,000 m3), enough for two weeks of consumption. Petroleum stocks have been transferred from the Indian Oil Corporation (IndianOil) to the Oil Industry Development Board (OIDB). The OIDB then created the Indian Strategic Petroleum Reserves Ltd (ISPRL) to serve as the controlling government agency for the strategic reserve.

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CHAPTER -2 LITERATURE REVIEW

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INDIAN OIL TO BUILD RS 4,500 CRORE LNG TERMINAL IN TN


The Indian Express, New Delhi, March 24, 2012 The Rs4, 500-crore liquefied natural gas (LNG) terminal, to be set up at 132 acres of land in Ennore, is expected to be ready by 2015, said a top Indian Oil official. Speaking to reporters after signing an agreement with the Tamil Nadu government in the presence of Chief Minister J Jayalalithaa here on Thursday, Chairman of Indian Oil R S Butola said that Indian Oil in partnership with Tamil Nadu Industrial Development Corporation (TIDCO) will strive to complete the five million tonne per annum (TPA) LNG terminal by 2015. We have got some fiscal incentives from the state government for the project, he said adding that the LNG terminal would be in modular form. Southern India does not have adequate supplies of piped gas and the project will address this gap, he said. The initial capacity will be five million tpa and we can double the capacity later, said Butola, who signed the agreement with industry secretary N Sundaradevan, after the release of Vision 2023 document. He said TIDCO will have a 5-10 per cent stake in the project. The mode of funding the project cost - ratio of debt to equity is being worked out, he added. Butola said LNG will be imported and Indian Oil is looking at entering into long term LNG supply contract.

INDIAN OIL AND DPCL INK MOU


The Times of India, New Delhi, March 24, 2012 Indian Oil signed an MoU with The Dhamra Port Company Ltd (DPCL) to undertake a techno commercial feasibility study for setting' up Liquified Natural Gas (LNG) Terminal at Dhamra Port in Odisha. After completion of the study ,lndian Oil targets commissioning of the proposed LNG terminal by 2017-18 with an investment of approx INR 5000 crores. Santosh K Mohapatra CEO, DPCL and AX Marchanda, ED (gas) of lndian Oil signed the MoU in the presence of GK Dhal, principal secretary commerce and transport department, government of Odisha among others.

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INDIAN OIL FARIDABAD UNIT TO PUMP IN BIO-FUEL


The Economic Times, New Delhi, March 22, 2012 R&D unit at Faridabad is gearing up to reduce pressure on the supply of conventional fuel by around 10%.The Indian Oil's R&D facility in Faridabad is going to unveil second generation biofuels in the next 3-4 years, as a result of a decade-long rigorous research work. Confirming the development, Dr RK Malhotra, director of the research facility said, "If the research and development work initiated for second and third generation bio-fuels succeeds, in next 3-4 years the pressure on supply of fossil fuels will go down by around 10 percent." "We are also trying to generate bio- fuels from agricultural waste such as straws of wheat, maize, rice, cotton and sugarcane pulps. Moreover, research is also being conducted on generating biofuels through biotechnology using enzymes," explained Dr DK Mi, general manager (alternate energy), Indian Oil. Dr Tuli added that bio-fuel produced so far have been completely categorised for various applications. Different blends of fuels can be applied in furnace oil. Preliminary study on feasibility of bio-oil as cofeed in vacuum resid oil in delayed coker unit has also been done."He said that Indian Oil's success in the second generation bio-oil research was the result of past five years of extensive work and lessons learnt from the jatropha (first generation) failure. The government has allocated Rs 56 crore for the five year research work by Indian Oil. Dr Malhotra gave credit to his entire team for turning the table in Indian Oil's favour. He said that rather than hiring full time experts, they hired experts for fixed period and paid them a little higher.Talking about his team Dr Tuli said, "We hired 10 PhD experts, five post doctors, retired professors and experts. This formula worked and we were able to attract good scholars to turn the odds in our favour." BATTLE FOR BIO-MASS Dr Tuli stressed upon the requirement of experts in the field of enzyme research. "Due to dearth of enzyme experts, we are exchanging such experts from the Institute of Chemical Technology and International Centre of Genetic Engineering of Biotechnology," he said. He said that these two centres were also doing a good job, but Indian Oil has an edge as it knows the scale of market and can commercialise its products.N Shiv kumar, spokesperson of Indian Oil's Faridabad said,

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"Biomass pyrolysis is an attractive option for India as solid waste biomass can be easily converted into liquid products through decentralised units to avoid costlytransportation."

DEDICATED INDIAN OIL WOMEN MARATHONERS MAKE AN IMPACT


The DNA, Mumbai, March 17, 2012 Nearly 45 women from across Mumbai locations of Indian Oil, Western Region came forth to pledge their support in generating awareness about cervical cancer, girl child education and women's safety in public places the three primary causes highlighted through the DNA halfmarathon held on March 11, 2012 at Bandra Kurla Complex. Saraswathi Joshi, Assistant Manager (Finance), Indian Oil, Western Region ran the 21km half-marathon to advocate the cause of girl child education and crossed the finish line in 2 hours and 40 minutes. She expressed The DNA l Can Women's Half Marathon gave me an opportunity to participate in a sporting event with the primary aim of contributing to society. No goal seems unachievable as long as there is a strong reason behind the effort. The half marathon was a challenge I took on to show thatI Can 'and I Did!"

CCI IMPOSES PENALTY ON 50 LPG CYLINDER MAKERS


The Business Line, New Delhi, March 16, 2012 The Competition Commission of India has imposed penalty on 50 private LPG cylinder manufacturers for collusive bidding against Indian Oil Corporation tender. The Commission has imposed a penalty on the companies at the rate of seven per cent of the average turnover of the company. It also warned the contravening parties against indulging in anti-competitive practices. In a recent order, the Commission said that these private operators had quoted identical rates during the bidding process floated by Indian Oil for supply of 105 lakh domestic LPG cylinders (14.2 kg) in 2010-11.In a complaint filed by Pankaj Gas Cylinder, the Commission found that there was similarity of pattern in the bids by all the 50 bidders who submitted the price bids for various States. On the basis of analysis of the bids, we have observed that there was strong indication of

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some sort of agreement and understanding among bidders to manipulate the process of bidding, the Commission noted. It noted that of the 63 bidders, who participated in the tendering process, 50 bidders were qualified for opening price bids, 12 bidders were qualified as new vendors and one bidder was disqualified. Indian Oil, a leading player in the LPG business with 48.2 per cent market share, is a major procurer of the 14.2 kg LPG cylinders. In addition to Indian Oil's tender, Hindustan Petroleum Corporation floated a tender for 36 lakh cylinders, and Bharat Petroleum Corporation floated tender for procurement of 40.33 lakh cylinders. While HPCL and BPCL adopted e-platform for tender invitation and finalisation, Indian Oil was procuring by way of inviting tenders.

INDIAN OIL'S PIPELINES DIVISION CELEBRATED WOMEN'S DAY


The Hindustan Times, New Delhi, March 16, 2012 During International Women's Day organised at IndianOil's Pipelines Division head office, Noida, eminent Kathak exponent Padamshri Shovana Narayan addressed the IOCians on Energising and Empowering Women'. VS. Okhde, Director (Pipelines),Suneel Sethi, ED (HR)and Nishi Khurana, President Women in Public Sector, Northern Chapter also addressed the occasion.

LPG STRIKE AT INDIAN OIL ENDS


The Deccan Chronicle, Kochi, March 09, 2012 With LPG tanker operators calling off their strike late Wednesday night, the IndianOil bottling plant at Udayamperoor was back in business by Thursday afternoon. But IndianOil officials here conceded that unlike the strike in mid-January, the seven-day strike this time has affected their supply considerably. "It will take another two weeks for supply to become normal," said an official from the Udayamperoor plant. "We will work on the next couple of Sundays as well to overcome the shortage." The strike was shelved following talks between IndianOil officials and representatives of tanker operators in South India, held in Chennai. According to IndianOil officials, the state-run oil major and tanker operators agreed to arrive at a solution on demands raised by the operators within a month. "We have not agreed to any demands but will hold negotiations with them (tanker operators)," a senior IndianOil official said over phone from Chennai. The Udayamperoor plant official said, "The temporary arrangement with HPCL for

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bottling has been called off." According to the official, IndianOil usually delivers gas cylinders within 25 days of an order being placed, but for some time that time gap might go up to 35 days. He assured that supply to all adjoining districts of Ernakulam would be normalised soon. The official said IndianOil, the largest public sector oil retailer, would have to work overtime to meet the demand expected to rise in the coming Easter and Vishu festival days. The official also said he had no information about LPG distributors in the state threatening to go on strike to demand increase in margin. Meanwhile, residents heaved a sigh of relief. "I was worried since I have just one Indane connection. I am happy the strike has been called off," Ms Sunitha, a resident of Chilavannoor, said.

INDIANOIL AND DHAMARA PORT IN PACT FOR LNG TERMINAL


The Business Standard, New Delh, March 09, 2012 IndianOil has signed a pact with the Dhamara Port Corporation Ltd to develop a Liquefied Natural Gas terminal inside the port area at an investment of INR 10,000 crore. A senior DPCL official said that "A Memorandum of Understanding has been signed between DPCL and IndianOil for the development of a LNG terminal. Both the companies will soon come out with an official communique." Confirming the development, a top government official said that "IndianOil is going to develop an LNG terminal at Dhamara port. The terminal will have a total capacity of 15 million tonnes per annum." IndianOil is keen to develop the gas terminal in the eastern coast of the country as the region does not have any such terminal. The LNG terminal needs 250 to 300 acres of land and will be a part of DPCL's Phase-II expansion programme. Besides, the oil behemoth plans to use the natural gas as fuel and as feed stock for its proposed oil refinery and petrochemical complex at Paradip. The refinery is expected to be commissioned by 2013. It may be noted that IndianOil authorities were in talks with DPCL officials since the second half of last year for the gas terminal. The oil marketing company was interested to sell the imported gas to industries based in and around the petrochemicals complex region. India's gas demand is expected to reach 381 mscmd (million standard cubic metres per day) by 2015, compared with a supply of 202.9 mscmd. India has an LNG import capacity of 13.5 million tonnes per annum through two terminals, accounting for about 20% of the country's gas requirements. Apart from IndianOil, Petronet LNG was also keen on establishment of an LNG terminal in Orissa. The gas major had identified Paradip,

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Dhamara and Gopalpur as probable locations for its proposed project involving an investment of INR 5000 crore.

INDIANOIL PETRO HUB BOOSTS PANIPAT'S POLYESTER BLANKET MARKET


The Economic Times, New Delhi, March 09, 2012 The IndianOil petrochemical complex in Panipat has become the catalyst of diversification for businesses based in the region. The petro hub, which became operational in mid-2010, has given a boost to the polar blanket industry - a polyester product - having a potential to attract around Rs 80 crore business annually in the city of textile. "There are around 8-10 units manufacturing polar blankets in Panipat and deriving business from IndianOils Naphtha Cracker plant. The plant is expected to fuel polyester business worth Rs 10,000 crore out of which the polar blanket segment can contribute around 8-10 percent revenue to the polyester market," said Pawan Garg, president of All India Association of the Shoddy Yarn. "Daily business of the shoddy yarn in Panipat is around Rs 1.5 crore and around a quarter of the business is coming from the polar blanket segment. These blankets are produced for 7-8 months in a year clocking an annual turnover of Rs 80-90 crore," said Mr Garg. Polar blankets are very soft and light best suited for babies and senior citizens. It is better than yarn spun blankets in quality and price. The production cost is also comparatively low giving stiff competition to other types of blankets. Polar blankets now cost Rs 100.

EXPORT QUALITY
Vishnu Goel, president of the North India Shody Mill Association said that polar blankets are yet to enter the export market. At present, it would cater to the domestic market only. He said that the yarn industry can compensate this competition by enhancing its business in the export market where Indian yarn products are in high demand. He said that if the Inland Container Depots (ICD), Babarpur in Panipat - chapter of the Container Corporation of India (CCI) - which provides facility to export products made in Panipat but is unable to import products directly to Panipat. Because of this, Panipat businessmen are forced to import from CCI, New Delhi. Mr Goel said there is an urgent need to enhance facilities at ICD, because in coming days the petro hub at Panipat is going

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to add many more export-oriented industries in its fold like auto components, woven sacks and polyester. "At present, Panipat businessmen are importing around 300 containers from CCI, New Delhi, which is an added burden on the Panipat industry" said Sukhmal Jain, member of the Haryana Chamber of Commerce and Industries and vice president (VP) of the Panipat Exporters Association. "If this (import) facility is added to ICD, Panipat, it would help local businessmen in cutting cost and compete with not just polar but mink blankets (imported from China) as well," said Mr Jain. He concluded that it would also help polar blanket business to cater to the export market

REFINING
Born from the vision of achieving self-reliance in oil refining and marketing for the nation, IndianOil has gathered a luminous legacy of more than 100 years of accumulated experiences in all areas of petroleum refining by taking into its fold, the Digboi Refinery commissioned in 1901.At present, IndianOil controls 10 of Indias 20 refineries.The strength of IndianOil springs from its experience of operating the largest number of refineries in India and adapting to a variety of refining processes along the way. Having absorbed state-of-the-art technologies of leading process licensors like UOP, Chevron, IFP, Stone & Webster, Mobil, Haldor Topsoe, KTI/Technip, Linde, CD-Tech, Stork Comprimo, etc., IndianOil in an excellent position to offer O&M services for latest technologies such as distillate FCCUs, Resid FCCUs, hydrocrackers, reformers (both semi-regenerative and continuous catalytic regeneration types), lube processing units, catalytic de-waxing units, cokers, coke calciners, visbreakers, merox, hydro-treaters for kero and gasoil streams, etc. IndianOil refineries also have units for producing specialty products such as bitumen, LPG, MTBE, Butene-1, Propylene, Xylenes, Di-Methyl Terephthalate (DMT), polyester staple fibre (PSF) and other petrochemicals like Linear Alkyl Benzene, Paraxylene (PX), Purified Terepthalic Acid (PTA), etc. The Corporation has commissioned several grassroot refineries and modern process units. Procedures for commissioning and start-up of individual units and the refinery have been well laid-out and enshrined in various customised operating manuals, which are continually updated. IndianOil also offers the specialised services of its experts for commissioning/start-up assistance depending on the clients need. Its team is also well-equipped to prepare operation manuals with clear instructions for plant start-up, operation, shutdown, emergencyhandling,etc.

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On the environment front, all IndianOil refineries fully comply with the statutory requirements. Several Clean Development Mechanism projects have also been initiated. With its vast experience in successfully implementing SH&E policy and practices at various units, IndianOil offers its services in ensuring that the clients work environment is safe, healthy and clean.IndianOil also offers faculty assistance for tailor-made training programmes that suit the requirement of refinery or pipelines personnel or a selection of programmes from the clients training calendar.Innovative strategies and knowledge-sharing are the tools available for converting challenges into opportunities for sustained organisational growth. IndianOils Refineries team have a deep understanding of the complexities of all the process units of modern refineries and can offer comprehensive services of a highly professional nature on different facets given in details in this segment.With strategies and plans for several value-added projects in place, IndianOil refineries will continue to play a leading role in the downstream hydrocarbon sector for meeting the rising energy needs of our country.

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CHAPTER-3 OBJECTIVES & OBLIGATION

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FINANCIAL OBJECTIVES

To ensure adequate return on the capital employed and maintain a reasonable annual dividend on equity capital. To ensure maximum economy in expenditure. To manage and operate all facilities in an efficient manner so as to generate adequate internal resources to meet revenue cost and requirements for project investment, without budgetary support.

To develop long-term corporate plans to provide for adequate growth of the Corporations business. To reduce the cost of production of petroleum products by means of systematic cost control measures and thereby sustain market leadership through cost competitiveness. To complete all planned projects within the scheduled time and approved cost.

OBLIGATIONS

Towards customers and dealers:- To provide prompt, courteous and efficient service and quality products at competitive prices.

Towards suppliers:- To ensure prompt dealings with integrity, impartiality and courtesy and help promote ancillary industries.

Towards employees:- To develop their capabilities and facilitate their advancement through appropriate training and career planning. To have fair dealings with recognised representatives of employees in pursuance of healthy industrial relations practices and sound personnel policies.

Towards community:- To develop techno-economically viable and environment-friendly products. To maintain the highest standards in respect of safety, environment protection and occupational health at all production units.

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Towards Defence Services:- To maintain adequate supplies to Defence and other paramilitary services during normal as well as emergency situations.

OBJECTIVE
1) To maximize the utilization of the existing facilities for improving efficiency and productivity. 2) To understand the marketing strategy of IOCL. 3) To develop long-term corporate strategy to provide for adequate growth of the Corporations business.

Program on Strategic B2B marketing"


Marketers operate in an external environment consisting of consumers, competitors, channels of distribution and controls & regulation. These external environmental forces are difficult to change, at least in the short term. The challenges have arisen because of globalization and Consumer business is under great threat. Under no circumstances companies can allow the volumes to shrink. The marketers job, therefore, translates to adapting to the external environment. An appropriate marketing strategy suiting to bulk sale and marketing mix involving the four Ps (product, price, place & promotion) that fits the environment is achieved through adaptation and innovative differentiation by Companies worldwide.

Program on The Cutting Edge


The programme takes a three pronged approach addressing key cross-functional concerns, identifying future business front runners and transforming them into leaders. The programme also enables participants to scan the environment and imparts managerial skills to harness the resources, technology and capabilities for successfully managing their work areas in a fast changing social and economic world .

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Program on Planning & Economics of refinery operations


The Indian downstream oil sector is poised for exponential growth during next five to six years and this sector would need to develop its executives with globally benchmarked competencies and capabilities. IFP Training is globally well known for organizing and hosting world-class courses covering all topics in the petroleum value chain. It has provided an opportunity for brining home the best of the globally available training programmes to India, for the benefit of a larger section of our oil executives. The programme aims at developing broad understanding of financial parameters of refinery, operations and investment economics for optimizing profitability of refining business. Besides gaining working knowledge of modern management tools widely used in refining industry across the globe.

Program on strategic petro retail marketing


With Petroleum Marketing becoming increasingly competitive, a closer focus on identifying customer needs and developing attitudes and skills towards better service and improved products is required at all levels in the organization. By delivering value proposition that customers wantconvenience, participation and anticipation is the key business challenge for companies, retained / engaged customer (both external and internal) is the most valuable asset of any organization.This programme sensitizes participants to internalize this understanding of internal and external customers towards building an enduring organization. The programme is designed to deliver without disturbing the field executives.

Program on enhancing shareholders wealth


Creating and managing shareholders value has become a corporate objective universally. There has been paradigm shift from increasing market share to enhancing shareholders wealth. Therefore, understanding of value based management concepts would guide decision-making to create value for the stakeholders of the organization.

Program on Project Management for competitive advantage

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Strict adherence to time line of the project, reduction in cost, and meeting high demand on safety, while maintaining excellent quality in execution, is the prime concern of all project companies. It amounts to quickly creating a large pool of qualified Project executives, exposing and imparting them to global skill and mind sets. This programme is focused mainly, on sharing the best practices and experiences in executing world-class projects, besides providing requisite inputs to the state of art method applied and knowledge available. The programme aims to provide a broad understanding of project management, its objectives, techniques and learn how lo adapt the project management techniques in a more complex environment by integrating plant staff support for revamp project implementation.

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INDIAN OIL ACADEMIC SCHOLARSHIPS


Indian Oil Corporation Limited - India's largest commercial enterprise and No. 1 Indian Company in Fortune 'Global 500' listing under its Corporate Social Responsibility Programme is awarding Educational Scholarships to meritorious students across the country with special encouragement to girls & physically challenged. Online applications were invited in July, 2011 through Press Advertisement and other means to award 2600 scholarships on merit-cum-means basis to students pursuing 10+/ITI (2000 scholarships), Engineering (300 scholarships), MBBS (200 scholarships) and MBA (100 scholarships). We are pleased to announce that after due scrutiny process, 2600 applicants have been shortlisted for award of scholarship. The list has been put on site in ascending order of specific Registration Numbers which were generated for all the individual applicants at the time of applying online. Applicants can see their names in this list with their Registration Number. A specific Scholar Number has been generated for all the selected scholars and has been shown in the list. All selected scholars are advised to note down their scholar number and use it in all the future correspondence / communication with regard to scholarships. A separate communication is being sent separately to all the selected scholars enclosing therewith a form which has to be filled in and sent back. After that first & second instalment (together) of scholarship amount (by Demand Draft) will be sent to the office of Principal/Head of respective academic institute/school/college of the selected scholars which should be collected by the scholars from there. A form showing performance of the student in last Semester/Year is also being sent along with the DD which has to be filled in & sent back by the Head/Principal of the respective school/college/institute. Scholars are advised to follow up and arrange to send the same at the earliest to enable us to process their next instalment of scholarship.

SERVICE (MARKETING)
IndianOil provides a wide range of marketing services and consultancy in fuel handling, distribution, storage and fuel/lube technical services. With a formidable bank of technical and engineering talent, IndianOil is fully equipped to handle small to large-scale infrastructural projects in the petroleum downstream sector anywhere in the country. Our project teams have

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independently or jointly as a consortium, have set up depots, terminals, pipelines, aviation fuel stations, filling plants, LPG bottling plants, amongst others. IndianOil's fuel management system to bulk customers offer customized solutions that deliver least cost supplies keeping in mind usage patterns and inventory levels. A wide network of lubricant and fuel testing laboratories are available at major installations which is further backed by sector-wise expertise in the core sectors of power, steel, fertilizer, gas plants, textile mills, etc. Cutting edge systems and processes are designed around one simple belief-to provide valuable customers with an unbeatable edge in their business. IndianOil's supply and distribution network is strategically located across the country linked through a customized supply chain system backed by front offices located in conceivably every single town of consequence.The wide network of services offered by IndianOil, Marketing Division is illustrated in this section, which includes; commercial/reticulated LPG; total fuel management/ consumer pumps; IndianOil Aviation Service; LPG Business (non-fuel alliances); loyalty programs; retail business (non-fuel alliances) and SERVO technical services.

RESEARCH & DEVELOPMENT


Indian Oil's world class R&D Centre, established in 1972, has state-of the art facilities and has delivered pioneering results in lubricants technology, refining process, pipeline transportation, biofuels and fuel-efficient appliances. Over the past three decades, Indian Oil R&D Centre has developed over thousands of formulations of lubricating oils and greases responding to the needs of Indian industry and consuming sectors like Defence, Railways, Public Utilities and Transportation. The Centre has also developed and introduced many new lubricant products to the Indian market like multi grade railroad oil. Focused research in the areas of lubricants and grease formulations, fuels, refining processes, biotechnology, additives, pipeline transportations, engine evaluation, tri biological and emission studies, and applied metallurgy has won several awards. The R&D Centers activities in refining technology are targeted in the areas of fluid catalytic cracking (FCC), hydroprocessing, catalysis, reside upgradation, distillation simulation and modeling, lube processing, crude evaluation, process optimization, material failure analysis and remaining life assessment and technical services to operating units. In FCC, apart from process optimization and catalyst evaluation the accent is on the development of novel technologies aimed at value addition to various refinery streams. IndianOil's R&D Centre is fully equipped to provide technical support to commercial hydrocracker units in the evaluation of feedstocks and catalysts, optimization of

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operating parameters, evaluation of licensors' process technologies, development of novel processes and simulation models. Material failure analysis and remaining life assessment of refinery equipment and installations is a highly specialized service being provided by the R&D Centre to the refineries of IndianOil as well as other companies. With a vision of evolving into a leader as technology provider through excellence in management of knowledge, technology and innovation, IndianOil has launched IndianOil Technology Ltd. The new subsidiary markets the intellectual properties developed by IndianOil R&D Centre.

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CHAPTER-4 RESEARCH METHODOLOGY

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The study majorly reached on SECONDARY DATA (also known as desk research) involves the summary, collation and/or synthesis of existing research Secondary research can come from either internal or external source. According to the secondary data we have make our report on Marketing Strategy of IOCL in India. Focussing on the fact and earlier reports as well as on the research and statement of the company. The marketing strategy which IOCL going to implement on its product is to launch the market as well as the facility which IOCL provide to its customer and member. IOCL not only focussed in the goal but also focussed in the customer satisfaction. And during the process of collecting information saw various report of IOCl growth and development in today world.

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CHAPTER-5 PROBLEM STATEMENT

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Though the Indian customer had a choice of branded fuels, there were no clear favorites. Since it was a recent phenomenon in India, a company promoting branded fuels is faced with challenges on two fronts:
1) The customer needs to be educated to induce product trials. 2) To ensure that their market share of branded fuels is highest.

To make sure that the marketing strategy which is applied in market is correct.
3) Data in the report is not acqurate. 4) Data in the report is time consuming. 5) Data is collected from secondary source so it took lot of study. 6) During the study we came to know that company focussing not in one field.

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CHAPTER-6 CONCLUSION

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At a time when the petroleum industry is moving towards new horizons, exploring new technologies, collaborating and developing symbiotic relationships to ensure secure, environmentfriendly and affordable energy supplies, Indian Oil too is seeking quantum leaps in its core business, adding on new and emerging segments on the way. IndianOil owns and operates 6 of the refineries with a combined refining capacity of over 25 million tonnes per annum (5,00,000 bpd). Another 6 million tonnes per annum (1,20,000 bpd) refinery will be ready during fiscal 1997. Constant technology upgradation enables achievement of over 100% capacity utilisation. IndianOil has the largest network of over 5,300 km onshore crude oil and petroleum product pipelines in the country which operate at over 100% capacity and are equipped with latest technology. IndianOil sold 41.97 million tonnes of petroleum products during the year 1996-97. It markets 55% of the petroleum products consumption of India. In aviation fuels, its market participation is 69%. Its nationwide retail network of nearly 18,000 sales points (6,731 petrol stations, 3,413 kerosene dealers, 2,834 LPG distributors and 4,820 bulk consumer outlets) is backed for supplies by 178 bulk storage terminals and depots having a tankage of five million kilolitres. There are 92 aviation fuel stations besides 39 LPG bottling plants with a capacity of 1.5 million tonnes to cater to nearly 15 million customers in over 1,300 towns all over the country. IOCL is also having growth in research and development area. Providing more n more knowledge to the customer, dealers , retailers etc about there products. Introducing new products and not focussed only in oil but also involved in gas field as well as introducing technologies.

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REFERENCES
1. 2. 3.
4. 5.

6. 7.

Google.co.in Wikipedia Ezninearticles.com www.iocl.com Philip Kolter marketing strategy book. Hindustan times article. Economic times article.

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