INDUSTRY GUIDE

Mr. Naveen Gulati

SRSM
IOCL, New Delhi

PROJECT REPORT

PROJECT TITLE:
“To Study the various factors affecting the buying behavior of CNG Engine Oil in
Delhi & to formulate Schemes/Recommendations to improve Sales of Servo Geo”.

PROJECT GUIDE

Prof. V.Sekhar
Alliance Business School
(Bangalore)

SUBMITTED BY
Gaurav Bajaj (08PG303)
Alliance Business School, Bangalore
1|Page
 Post Graduate Program
Post Graduate Diploma in Management: 2008-10
Term – IV: Industry Internship Program (IIP)

Declaration

This is to declare that the Report entitled “To Study the various factors affecting the buying behavior
of Gas Engine Oil in Delhi & to formulate schemes/recommendations to improve sales of Servo
Geo” has been made for the partial fulfillment of the Course: Industry Internship Program (IIP) in Term –
IV (Batch: 2008-2010) by me at Indian Oil Corporation Ltd. under the guidance of Prof. V.Sekhar

I confirm that this Report truly represents my work undertaken as a part of my Industry Internship
Program (IIP). This work is not a replication of work done previously by any other person. I also confirm
that the contents of the report and the views contained therein have been discussed and deliberated with
the Faculty Guide.

Signature of the Student

Name of the Student : GAURAV BAJAJ

Registration No : 08PG 303

2|Page
 Post Graduate Program in Management

Certificate

This is to certify that Mr. Gaurav Bajaj Reg. No. 08PG303 has completed the Report entitled “To Study
the various factors affecting the buying behavior of Gas Engine Oil in Delhi & to formulate
schemes/recommendations to improve sales of Servo Geo” Under my guidance for the partial
fulfillment of the Course: Industry Internship Program (IIP) in Term – IV of the Post Graduate Program
in Management (Batch: 2008 – 20010).

Signature of Faculty Guide

Prof. V.Sekhar
(Name of the Faculty Guide)

3|Page
 Index
TOPICS Page No

Chapter 1- Acknowledgement 9.

Chapter 2 – INTRODUCTION
a) Need for the research 12.
b) Research problem 12.
c) Research objective 12.

Chapter 3 – AN INSIGHT INTO THE RESEARCH

a) Scope of the Study 15.
b) Research Methodology 15.
c) Type of research 15.
d) Sources and Tools of Data Collection 16.
e) Sampling Techniques 16.
f) Sample Size & Limitation of Research work 16.

Chapter 4 – The Indian Lubricant Market

a) Introduction 18.
b) Lube oil after Post Liberalization 18.
c) Market Size 19.

Chapter 5 –Growth of Delhi Transport 21.

Chapter 6 – Growth of CNG Vehicles 23 .

Chapter 7 – Contamination of Engine oil 27.

4|Page
Chapter 8 – Major Brands in Indian CNG Market 30.
& their Physical Properties

Chapter 9 – Educational Background 34.

Chapter 10 – Economic Background 37.

Chapter 11 – Primary Research on Auto Drivers

a) Ownership of Autos 41.

b) % Market Share of Autos 42.

c) Ownership vs. Product Usage 44.

d) Brand Image & its Selection Factors 45.

e) Factors influencing Buying Decision

1) Quality Variable 47.
2) Mechanic Selection 50.
3) Price Factor 52.
4) Word Of mouth 53.
f) Package usage in Lube Oil 54.

g) % Gift Item 57.

h) Knowledge about Servo Brand 58.
i) Packaging color Knowledge 59.
j) Age wise Brand usage in Market 61.

5|Page
Chapter 12– Primary Research on Taxi Owners
a) % Market Share of Autos 64.
b) Brand Image & its Selection Factors 65.
c) Factors influencing Buying Decision
1) Quality Variable 67.
2) Price Factor 69.
d) % Gift Item 73.
e) Knowledge about Servo Brand 74.
f) Market Knowledge about the Gift Item 76.

Chapter 13 – Primary Research on Shopkeeper

a) Random Shopkeeper Survey 80.
b) Package usage for Auto Drivers 82.
c) Package usage for Taxi Owners 83.
d) Factors influencing Buying Decision 84.

e) Selection from the offers:- 86.

1) Discount
2) Complementary Gifts
3) Extra Oil
f) % Gift Item 88.

Chapter 14 – Primary Research on Mechanic

a) Top Engine Oil for Mechanic 91.

b) Reasons for the Perception 93.
c) Factors influencing Buying Decision 95.
d) % Perception about Servo Brand 97.

6|Page
Chapter 15 – Appendix
Annexure 1 101.
Annexure 2 102.
Annexure 3 103.
Annexure 4 104.
Annexure 5 105.

Chapter 16 –Bibliography 106.

7|Page
8|Page
 Acknowledgment

First of all I would like to thank my “Industry Guide (Mr.Naveen Gulati )” who has helped me a lot in
the formation of this project. He was always a constant source of inspiration during all the time of project.
His valuable feedbacks, guidance & motivation helped me to accomplish my task.

Secondly I would like to thank my “Project Guide (Prof.V.Shekar )” on the completion of my project.
He motivated me throughout my project & always gives useful feedback whenever I felt short of ideas.

Thirdly I would like to thanks my “Parents” for providing me with constant motivation during my whole
project tenure.

In the end but not the least I would like to thank each person individually who has devoted their valuable
time in the completion of my survey data sheet.

9|Page
 Executive Summary
The project title was “To analyze the factors affecting the buying decision of CNG Engine Oil & thus to
recommend on those factors to increase Sales of Servo Geo”. The research work was divided into two
phases for reporting & analyzing the factors respectively. Each phase is being described as follows:-

Phase 1
Phase 1 was the starting point of research work & its duration was about 2 weeks. Before going out for
primary research work, I studied the CNG lube oil industry with the help of internet & collected some
useful insight about the industry. In the primary research work, I first of all decided on the different
category of persons (stakeholders) who are linked with the engine oil. These persons/stakeholders were as
follows:-

1) Auto Drivers
2) Taxi Owners
3) Shopkeepers selling engine oil
4) Mechanic Personnel

Then I had carried an exploratory survey for each stakeholder without drawing any questionnaire. This
random sample helps me to understand the various factors affecting the buying decision of engine oil. But
the information which I get was quite raw & hence I moved on to the second phase for a systematic
review of the enlisted factors gathered from the exploratory survey.

Phase 2
After understanding the enlisted factors, I formed the questionnaire, covering each & every aspect about
buying behavior of engine oil. I form different questionnaire for all stake holders from the point of view
of that segment of people. The sample data collection from all the stakeholders had taken duration of
around 5 weeks.

In the first week I covered the auto rickshaws drivers. I had taken a sample of 150 auto drivers from all
the major part of Delhi. In the second week I covered the survey of Taxi owners which constitutes a
sample of 119 people. The third week was devoted to cover the shopkeepers. In the fourth weak I covered
the mechanic personnel.

I also covered a survey on the social & economic demographics of the life style of drivers. From this
survey I try to figure out the relationship between the buying behavior of drivers & their educational &
economic background. This survey was covered in the fifth week.

The remaining days of my research work were used to draft out the studied factors on the word file &
give it the shape of a project report. The overall expenditure from the starting day of research & upto the
end day of submission of report was in between Rs 4000-4500.

10 | P a g e
Brief Analysis of Report

Overall from the given feedback & analysis it can be clearly stated the fact that the “Quality” is the top
most factor which is affecting the buying decision of CNG Lube oil. Hence in order to increase the sales
we have to increase the perceived value in the minds of consumers about the Quality parameter of “Servo
Geo”.

The quality variable perception can be increase by checking the duplication of oil in the distribution
channel. Moreover by using proper communication channels the quality variable factor can be properly
promoted across the consumers & hence will build trust in the minds of consumers about the quality of
Servo Geo (like Castrol is doing in its advertisement).

The other factor which is affecting the buying decision of lube oil is the price of a particular brand. The
brand has to justify the price structure to its users. So, in order to increase the perceive value of Servo Geo
the company can offer discounts or complimentary gift items along with the bottle of lube oil. The
majority of consumers like discount with the oil as compared to the gift items. So the company should
make proper manipulation in its price structure to satisfy the perceived value to its customers.

The other major factor which is affecting the buying decision of lube oil is the mechanic variable.
Mechanics help a lay man to judge good quality oil. So many users buy oil on the recommendation of
Mechanics purchase a given brand of oil. So the company should try to develop a good perceive value in
the minds of mechanics.

The last variable which is also important in the buying decision of lube oil is the recommendation from
the shopkeepers & fellow friends (Word of Mouth). The Company should properly promote its Lube oil
in order to create a buzz about the Servo Geo in the market & also to improve the perceived value in the
minds of shopkeepers.

The methods to increase the perceive value of Servo Geo in the minds of consumers is discussed inside
the report.

11 | P a g e
12 | P a g e
 Introduction
Need for the research

Indian oil corp. is marketing its lube oil under the brand name of “Servo” all across India. Servo has got
many type of lube oil (e.g.:-coolant, grease etc) incorporated under its umbrella name. Servo is also the
market leader of Indian lube oil industry with a share of around 35% .In early 90‟s a new type of fuel
called CNG hit the Delhi road, & hence Servo came out with new engine oil called “Servo Geo”.

Even after so many years of its launch & with such an old brand name, “Servo Geo” was not even able to
capture 10 % of market in CNG Lube engine oil. Such a failure of an established market leader is a cause
of concern for the company officials.

So, to analyze this failure (where the things or marketing strategy went wrong), an extensive research
work is needed. Also recommendations are to be derived out on the basis of the research work to
formulate new marketing strategy of “Servo Geo”.

Research Problem
The research problem was to analyze the failure of Servo Geo. For this analysis to be carried out, we
have to work on the various factors which are affecting the buying behavior of Engine Oil.

These factors will be helpful in formulating new ideas or recommendations for the growth of company.
Implementation of the following ideas will help in increasing the sales of Servo Geo. So, ultimately the
goal of doing this project is:-

“To Study the various factors affecting the buying behavior of Gas Engine Oil in Delhi & to
formulate schemes/recommendations to improve sales of Servo Geo”.

Research Objective

 To understand the Lube industry (mainly CNG engine oil market of Delhi) from the
Secondary Research.

 To analyze all the important properties & contaminants of CNG engine oil.

 To carryout comparative analysis of all the major brands of CNG engine oil

 To undertake exploratory survey of Gas Engine Oil market of Delhi with the help of three
wheeler Auto rickshaw drivers, Taxi owners, shopkeepers selling engine oil & vehicle
mechanics.

13 | P a g e
 To formulate questionnaire on the basis of the survey. This questionnaire will be formed
on the basis of factors being told by the three wheeler Auto rickshaw drivers, Taxi
drivers, shopkeepers selling engine oil & vehicle mechanics. Also the questionnaire will
be different for all the four categories.

 To analyze the Economic Demographics of the auto & taxi drivers by using
questionnaire.

 To analyze all the survey data & formulate recommendations based on it.

14 | P a g e
15 | P a g e
 An Insight into the Research
Scope of the study

The research work will be totally concentrated inside the Delhi region. The Research work will cover the
respondents from the three wheeler auto drivers, Taxi owners, shopkeepers selling lube oil & mechanic
personnel.

Research Methodology
This research work is done to first find out the factors which affect the buying decision of engine oil &
secondly on the basis of survey analysis, formulate recommendations to improve sales of Servo Geo.

Type of research
The research work conducted is exploratory & descriptive in nature. This research work is used to
investigate the factors which are affecting the buying decision of engine oil & marking perception of all
stakeholders about various Gas engine oil brands available in market.

It‟s an exploratory and descriptive research, as it has using both the secondary data and surveys
respectively.

Sources and tools of data collection

a) Primary Data
The data was be gathered through a survey based research approach with the help of questionnaire. The
questionnaire was made in English but it was translated in Hindi language for the convenience of the
respondents. As the research work of writing & asking question was totally carried out by one person
only, so human error related to recording of responses cannot be totally ruled out.

b) Secondary Data
The source of secondary data was the articles on the gas engine oil mentioned on the internet. The sources
of all the sites are mentioned in bibliography & under the subscript where ever it is used in this report.

16 | P a g e
Sampling Techniques
Random sampling technique has been used, as the respondents are scattered all over the Delhi region &
the population of respondents are homogeneous in nature.

Sample Size
There were 5 types of questionnaires which were formulated to carry out this research work. The sample
sizes for each type of questionnaire are as follows:-

1) Auto Rickshaw: -The sample size for this survey was 150 Auto drivers.
2) Taxi Owners: - The sample size for this survey was 119 Taxi drivers.
3) Shopkeepers: - The sample size for this survey was 20 shopkeepers.
4) Mechanic: - The sample size for this survey was 30 mechanic personnel.

Limitation of the Research

There were few limitations in this research work. The sample covers all the major portions of Delhi, but
still it was not able to cover the full width of Delhi. This limitation is because of the time span. So, there
is a much broader need to increase the sample size to get more concrete results.

Also the secondary data on CNG engine oil, available on internet is not sufficient. There is no where
mentioning of % wise market share of CNG engine oil in Delhi. This data was needed to check the %
error in the report. So, error in report cannot be reported which is a big limitation of the given analysis.

One of the limitations was that, I was the only person involved in reporting the data. Therefore, asking of
same question from so many people can register some error in reporting the data which is called human
error.

17 | P a g e
18 | P a g e
 The Indian Lubricant Market

Introduction
The Indian automotive lubricant market is the sixth largest market in the world with “revenues of
approximately $1.30 billion in 2002”. It is also one of the fastest growing retail markets in India. Until
1993, it was a highly regulated market with a clear dominance of the public sector. Companies like Bharat
Petroleum (BPCL), Hindustan Petroleum (HPCL), and Indian Oil Corporation (IOC) held more than 75
percent of the market share.

In recent years, with the advent of the increasing number of multinationals in the Indian market there is a
growing presence of private companies. Companies like Castrol, Elf Total-Fina, Gulf, and Shell Oil have
made their presence felt in the market. It has been estimated that there is a presence of around 30
companies in lube market of India. All the oil companies are fighting to consolidate their position in
market. The monopoly of the public sector holdings no longer exist. MNC‟s will be able to sell their
products through petrol pumps. Lubes manufactured by Reliance Petroleum, Castrol, Elf, Gulf Oil etc, are
now sold at petrol pumps. In medium to long term, “Frost & Sullivan” expects private sector companies
to have a market share of around 25 percent.

In the next couple of years, the industry is going to witness big changes. Retail networks, logistics
management, and risk management are going to be the crucial factors. The stand-alone refineries will
have to be merged with the marketing companies, as they do not have the distribution infrastructure to sell
their products in a deregulated market. Companies like Reliance are already selling their products through
petrol pumps.

Lube Oil After Post Liberalization

The first seeds of competition were sown in the early 1990‟s when following the liberalization of the
Indian economy, the government decided to open the Indian market to foreign competition. Import of
base oil, the key raw material, was de-canalized with IOC losing its status as the sole canalizing agent.
Pricing of base oil was deregulated in a phased manner and currently it is now market determined.

Basic custom duty on base oil stock was also reduced from a peak of 85 percent to a level of 25 percent.
All quantitative restrictions were also removed. These developments naturally encouraged the entry of
foreign players on Indian shores who were already facing a slowdown in demand in their local markets.
The coming of foreign participants created an excess supply situation in the Indian automotive lubes
market, which made it more difficult for the Indian lube manufacturers to survive.

Recent deregulations in the lubricant market have promised many new opportunities for the private lube
manufacturers. With the dismantling of Administered Price Mechanism (APM) the burden of subsidies is
now being passed on to the government. Private participants will also gain a presence in the Indian oil and
Gas sector and hence there will be competition between participants that will ensure the growth of the
sector.

19 | P a g e
Market Size
“Total production of automotive lubricants in India is approximately 8 to 10 percent of global lube
production”. Unlike other countries where lubricant demand has witnessed stagnation, “the Indian
market has been growing at approximately 7 percent per annum for the past 2 years”. „The public sector
contributes to over 60 percent of the revenues for this market. MNC‟s have 5 percent market share
and the remaining share is held by the unorganized sector‟. The overall Ratio of automotive/
industrial lubricants is around to be 65:35.

Automotive lubricants are further divided into diesel lubes, petrol lubes& gas lubes.‟ Diesel lubes
comprise 70 percent of the market „and petrol based lubricants & gas based lubricants cover the rest. As
diesel lubes are used by commercial vehicles, which have to cover greater distances, their market share is
higher. “Engine oil constitutes around 83 percent of total sales volumes & in 58 percent in terms of
market share”. Gear oils, transmission fluids, hydraulic brake fluids, and engine coolants contribute to
the balance.

It is being estimated that by year 2006 the overall Indian lube oil industry will be 1.2 MMTPA
which is being a market value of more than US $ 1 Billion. Also India is the Seventh largest Lubricant
market in the world& Sixth largest automotive market in the world. The lube market will Expected to
Grow at a Rate Of 3% in 2006-07.

20 | P a g e
21 | P a g e
 Growth of Delhi Transport
There were about 2.1 Million vehicles which were moving on the roads of Delhi in the year 1993 &
which grew to 3.6 Million by 2001& rose to 30 million in 2008.The number of licensee vehicles added
to the Delhi roads has increased “10 fold from 2000 to 2008”. This shows that the Indian transportation
industry is continuously growing in nature & hence lube oil companies have got a good opportunity to
benefit from this rising market.

The following graph illustrates the continuous addition of traffic to Delhi„s road.

NO. OF VEHICLES YEAR

3241274

2877910

2524946

2120330

1732592

1379686

1024231

694364

346090

2000 2001 2002 2003 2004 2005 2006 2007 2008

22 | P a g e
As one can see from the following graph in previous page, that in year 2000 the number of vehicles on
Delhi road was around 300000 & it has increase to around 3000000 in the year 2008. This shows that per
year, there has been addition of around 30000 vehicles on Delhi road.(Source: RTO DELHI).

The total number of vehicles in Delhi in 2008 was around to be 6000000.This statistics include both
the licensed vehicles of Delhi & the additional vehicles from the neighboring states of Delhi. The
following chart tells the division of this figure (6000000) in various vehicles category.

Statistics about number of vehicles as on 15.12.2008

S.No. Category No. of vehicles

1. Two Wheelers (Pvt.) 3721185

2. Four Wheelers (Pvt.) 1805085

3. Buses (LPV, MPV, HPV) 45858

4. TSR (Auto Rickshaw) 76040

5. Taxis 27667

6. Goods(LGV,MGV,HGV) 158429

7. Others 31842

Total 5865936

23 | P a g e
24 | P a g e
 Growth of CNG Vehicles
The distribution of CNG to vehicles in Delhi is being taken by “Indraprastha Gas Ltd”. IGL is a joint
venture between GAIL (India) limited & Bharat Petroleum Corporation Ltd (BPCL is one of the leading
Oil Marketing Company of India). Government of Delhi had a mammoth task of creating the CNG
infrastructure in shortest possible time in Delhi.CNG market started operating in Delhi from the year 1999
& since then has increased many fold in past 9 years.

The following chart shows the increase of CNG market in Delhi from 1999-2000 to 2007-08

2000 - 2001 - 2002 - 2003 - 2004- 2005- 2006- 2007-

PARAMETER AS ON UNIT
2001 2002 2003 2004 2005 2006 2007 2008

No of CNG As at
Nos 68 94 107 120 134 146 153
Stations Year End
163
(Lakh
Compression As at
kgs / 1.92 5.82 11.99 16.13 16.88 19.08 20.18
Capacity Year End
day) 20.76
(Lakh
Daily
CNG Sale kgs / 0.48 2.67 5.66 7.72 8.16 8.73 9.42
Average
day) 10.58

This increase in CNG sale is attributed to the increase in the number of CNG vehicles from 1999 – 2008
in Delhi. In 1999, the number of CNG vehicles in Delhi was only 3061 .This number has inflated many
times in past 9 years & has touched to around 250000 in 2008. There has been around 70 times
increase in CNG vehicles in these 9 years which is quite significant.

“Inspite of increase in CNG vehicles it contributes only 4% of the total Delhi vehicle population”.
So, we can estimate that the CNG market is still in growing phase & there is lot of potential to be
exploited in this field by the engine oil companies.

25 | P a g e
 The following chart shows the growth of various categories of CNG Vehicles from 2001 To
2008.

As on As on
As on 1st As on 1st As on 1st As on 1st As on 1st As on 1st
1st April- 1st April-
April-01 April-02 April-03 April-04 April-05 April-06
07 08
Buses 400 4231 8874 10199 10480 10941 11552 11665

Auto 14000 35678 49810 59027 62048 65335 68498 80276

RTV 250 2165 4934 5267 5469 5634 5717 5867

Others 11700 15166 15505 16098 16249 24573 47669 130149

Total 26350 57240 79123 90591 94246 106483 133436 227957

This chart shows that in 2008, there are around 12000 Buses, 80000 Autos & around 130000 other
vehicles which are running on CNG fuel.

26 | P a g e
27 | P a g e
 Contaminations of Engine Oil

There are three basic types of contamination that must be dealt with: "Solid", "Moisture" and
"Condition Caused" contamination. The following information will fully explain these types of
contamination:

1) Soot and Other Solid Contamination: It is generally recognized, backed by numerous tests and
studied over the last 40 years that the contamination generated in an engine is responsible for the majority
of "normal wear” & is within the 1 - 15 micron range. Also this small solid contamination contributes to
accelerating Condition Caused Contaminants such as Oxidation, Nitration, Acid formation and more.
Consequently, it is imperative that this contamination be removed from the system as fast as possible.

2) Moisture Contamination: Moisture contamination within the lube oil will cause viscosity increase,
VI polymer decrease, TBN decrease, acid formation, accelerated sludge formation, and corrosion of parts.
To safely eliminate routine oil drains, one must use additional filtration that utilizes an adsorbent filter
media which can remove suspended moisture from the lube oil.

3) Condition Caused Contamination: There are three MAJOR Condition Caused Contaminations that
are formed within the lube oil during normal use: Oxidation, Nitration, and Acid. These contaminants are
formed when solid and moisture contamination is present, and certain operating conditions exist within
the engine.

There are three basic types of contamination that must be dealt with: “Solid”, “Moisture” and
“Condition Caused” Contamination. The following information will fully explain these types of
contamination:-

a) Oxidation: Oxidation occurs when the hydrocarbon constituents (and other products) of lube oil
combined chemically with oxygen. Lube oil in engines will combine with available oxygen under
certain conditions to form a wide variety of oxidation products. Many of these direct or primary
oxidation products combine with other materials such as wear metals, solid contamination, and
moisture, to form second and third derivative products. As with most chemical reactions, oil
oxidation is accelerated by heat and pressure. Heat in particular will speed up the oxidation
process. Various studies have shown that lube oxidation (with many variables such as the type
lubricant and additive package in the lubricant) that the oxidation rate can be doubled for every 15 to
20 degrees increase over 180 degrees F. Also, engine load, which will dictate the levels of oxygen
and pressure within the engine, can be seen in the form of accelerated acid formation, corrosion, oil
thickening, deposit formation, and accelerated wear.

28 | P a g e
b) Nitration: The combustion chambers of engines provide one of the few environments where there
is sufficient heat and pressure to break the atmospheric nitrogen molecule down to two atoms that
can react with oxygen to form nitrous oxides (NOx).
When nitrogen oxide products enter the lube oil through normal blow-by, they react with moisture
present in the lube and become very acidic and rapidly accelerate the oxidation rate of the oil.
Proper By-Pass Filters can control the effects of nitration in the same ways it controls oxidation. By
delivering cleaner oil to offer as a seal between the ring and liner, blow-by of NOx components are
kept to a minimum. Also, the GCF Filter keeps the oil chemically dry and prevents the mixing of
NOx and moisture, which controls NOx acid formation and accelerated oxidation of the oil.

c) Acid Formation: Acids are formed within the lube by several sources. We have already covered
two of them in the form of acids formed from oxidation and nitration. In most all forms of fuel for
internal combustion engines, trace amounts of sulfur are present. Sulfuric acid is formed within the
lube oil when sulfur molecules react with oxygen in the combustion chamber to form sulfur oxides.
These sulfur oxides are then blown past the rings and enter the oil. Here the sulfur oxides mix with
moisture to form the highly corrosive sulfuric acid. It is next to impossible to remove trace amounts
of sulfur from fuels by filtration.

29 | P a g e
30 | P a g e
 Major Brands in Indian CNG Lube Market
& their Physical Properties

1) MAK GE: MAK GE 20W-50 is suitable for use in all seasons and helps in reducing oil
consumption. It extends oil life due to its excellent oxidation and nitration resistance. Also it
Optimizes ash content, prolongs the life of valves and spark plugs. It keeps piston and engine clean,
thus ensuring smooth engine operation. It is compatible with catalytic exhaust system fitted in
the vehicle. Superior quality Gas Engine Oil is specially developed for vehicles operating on
Compressed Natural Gas (CNG), LPG and Dual Fuel.

MAK GE was among the very first entrants in CNG engine oil market. This helps Bharat Petroleum
to milk the CNG lube oil market & establish itself as a market leader. It is holding more than 35 % of
CNG lube oil market in Delhi.

Physical Properties:

Grade Name K.V.@ 100°C cst VI Flash Point COC,°C Pour Point °C
MAK GE 40 14.5 98 232 -9
MAK GE 20W-50 20.7 120 242 -21

2) BP Vanellus CNG : BP name stands for British Petroleum. It provides excellent wear
protection to engine components operating at extreme temperature .Also it provides lower
maintenance cost to the users. It is recommended for lubrication of engines fuelled by CNG/LPG
vehicles. BP India has clearly demonstrated its commitment to Indian consumers for over 80
years, by offering its international range of high performance products backed by the highest
level of customer service. The company has managed to gain sustainable competitive
advantage through:

Distinctiveness driven by continuous innovation in all areas of business.

Winning culture and a desire to excel Strong meaningful relationships with all
stakeholders.

Physical Properties: API CF, SAE 20W50.

31 | P a g e
3) CASTROL GTX CNG: Recommended for lubrication of engines fuelled by CNG/LPG under
wide range of loads and driving conditions for on-highway vehicles like autos, taxis and passenger
cars. Specially formulated to work in hotter gas engines. Advanced wear protection to engine
components operating in hot condition. Castrol India Limited is a Public Limited Company
with 70.92% of the equity held by Castrol Limited UK (part of BP Group). In 2003 the
company's turnover was Rs.1360.51 crores and Profit after Tax was Rs. 137.38 crores.

From a minor oil company, with a share of about 6% in 1991, Castrol India has grown to
become the second largest lubricant company in India with a market share of around 22%.
Castrol India manufactures and markets a range of automotive and industrial lubricants. It
markets its automotive lubricants under the name of two brands - Castrol and BP. The
company has leadership positions in most of the segments in which it operates including
passenger car engine oils, premium 2-stroke and 4-stroke oils and multigrade diesel engine
oils. Castrol India has the largest manufacturing and marketing network amongst the
lubricant companies in India. The company has 5 manufacturing Plants across the country,
including a state-of-the-art plant in Silvassa. The company reaches its consumers through a
distribution network of 270 distributors, servicing over 70,000.retail outlets.

Physical Properties: SAE 20W-50 .Meets SAE 20W50 Viscometrics,

API SG/CD Performance Standards.

4) Valvoline CNG Special: High performance gas engine oil specially formulated for CNG and
LPG engines to keep the environment clean, dissipates heat & keeps the gas engine cool.
Recommended for cars, taxis, vans, jeeps, RTVs and three wheelers (4-stroke gas engines).
Valvoline has successfully completed a decade of its presence in India. The company has
established itself as the fastest growing lubricant company in India.

Valvoline has set an ambitious revenue growth target for the year 2009 even in very
challenging market conditions. The company has taken many new initiatives to increase its
share in the highly competitive lubricant market. “In a declining market scenario, Valvoline
has managed to grow in all its core segments, namely, diesel engine oil, passenger car
segment and two-wheeler segment. They have been increasing their market share in all
segments”. Valvoline Cummins Ltd. is a joint venture between Ashland Inc., USA, and
Cummins Sales & Services (India) Ltd., a wholly-owned subsidiary of Cummins India Ltd.

32 | P a g e
 Valvoline is today the fastest growing lubricant marketer and producer of quality branded
automotive/industrial products. The products offered in the Indian market include automotive
lubricants, transmission fluids, gear oils, hydraulic lubricants, automotive filters, specialty
products, greases and cooling system products. The company clocked a turnover of Rs. 470
crores in 2008. Valvoline has been in India for just over a decade but it has undoubtedly
established itself as the fast growing lubricant brand in the market. Currently 14% of its total
business comes from Motorcycle oil, 6% comes from passenger car segment and close to
58% comes from diesel engine oil in the aftermarket.

Physical Properties: API SF, SAE 20W50.

5) SERVO PRIDE GEO: Servo Pride GEO ALT 20W-50 is a high performance low ash gas
engine oils, formulated from high quality mineral oil and select additive system to provide excellent
thermal stability and resistance to oxidation and nitration. Servo Pride ALT GEO 20W-50 is
recommended for Ashok Leyland commercial vehicles operating under CNG fuel. It has got excellent
resistance to oxidation and nitration. Also excellent resistance to corrosion. It gives extra protection
for valve guide seats against wear. The SERVO PRIDE GEO is a product from Indian OIL ltd.

Physical Properties: Servo Pride GEO ALT 20W-50 meets the following specifications. Also got
CES 20074 of Cummins

SAE GRADE 20W-50

Kinematic Viscosity CSt @ 100 C 17.5 – 19.5
Viscosity Index, Min. 120
Flash point (COC), C Min. 200
Pour Point, C Max. (-) 21
TBN mg KOH/gm 5-6

33 | P a g e
34 | P a g e
 Educational Background
A study was conducted to determine the educational background of the auto drivers community.
The findings & conclusion are as follows:-

Findings
According to data obtained it has been found that 80 % percent of auto drivers‟ are having below
Metric level education.

More than 20 % auto drivers are totally uneducated & around 60% of the community is below
the level of 5th standard.

“Around 90 % of auto drivers are unaware of the quality standards mention on the
package of engine oil.”

Conclusion
 So, special care is needed in designing any marketing strategy for this Segment. There is a special
need to educate the drivers about the quality grades of engine oil, & also how they can keep their
auto in a best condition.

The following recommendations will help company by educating the auto drivers about the quality
grades of engine oil.

Recommendations
 “The company can win the loyalty & trust of the auto drivers by launching an IT
campaign”. In this Campaign the company should first get the mobile numbers of all the
auto drivers .In the second phase of this IT compaign, the company should send daily SMS
to these drivers, teaching them about the quality standards of oil & other methods of
lowering the maintenance cost of their auto. These tips should be in the layman language.

This will help the company to win the confidence of auto drivers in two ways. First it will
properly strengthen the position of Servo Brand in the minds of consumers. Secondly, it will
ensure in the minds of consumers that the Servo brand stands for quality & is working
constantly in the favor of auto drivers‟ community.

35 | P a g e
 Also, the company can launch a city wise compaign of educating auto drivers. This can be
done by putting up educational stalls & giving free quality booklets to auto drivers. The
same compaign is being launched by “Valvoline” in this regard to increase their brand
visibility.

At the ground level, Valvoline has conducted extensive van campaigns across India. They have
done a lot of ground level activity which has helped them to create awareness for their product.
They have been running van campaign across India with more than 36 vans running across the
length and breadth of the country. These vans are equipped with audio visual devices. These vans
educate the drivers about the quality parameters of engine oil.

These van campaigns have been very successful for Valvoline in providing visibility for the
brand in urban, semi-urban and rural areas”. So, we can also take a leaf out of Valvoline strategy
in improving our brand image.

36 | P a g e
37 | P a g e
 ECONOMIC DEMOGRAPHICS
The survey was conducted to study the financial status of a Delhi based auto driver. For this survey
a sample of 90 odd Auto Drivers were selected from various parts of Delhi. They were asked about
their financial status. The findings are as follows:-

Findings

According to results obtained, it was figured out that the range in which auto drivers earns is in
between 3000 – 8000 per month depending on various conditions.

Only 10 % of auto drivers in Delhi are able to earn around 8000 per month. These are the Auto
Drivers who have their own auto vehicles & have no liabilities to repay (liabilities like auto rent
& loan interest of auto).

More than 80% of Delhi auto drivers are earning only in between 3000 – 5000 per month This
figure varies in between this range .This is due to fact that a considerable amount of their hard
earned money goes to owners of auto & in repaying the loan taken to buy autos.

According to the survey conducted a rented auto cost in between Rs 200- 400 per day. An old
auto is charged for around Rs 200 & for a new auto the owner charges around Rs 400 rent. The
average daily earning of auto driver is around Rs 400 – 500. So, after repaying the rent daily they
are left with a mere Rs 150 to 200 respectively. This Rented Segment of auto drivers in Delhi is
around to be 45 %.

Another category of auto drivers are those who have their own auto vehicles. These auto vehicles
have been purchased from external finance. An auto cost around 3.5 lakhs in which 1.5 lakhs is
the cost of auto & remaining 2 lakh is the license fee to run on Delhi road which has to be paid to
Delhi Govt. The auto drivers in this category have to shell out more than Rs 7500 per month as
payment of loan. There are around 30 % of such auto drivers present in the total auto driver
market.

Also the survey reveals out that on an average, an auto driver has to spend Rs 400-500 per month
on engine oil.

Conclusions

 So overall, the total auto driver markets are under tremendous financial pressure from all corners.
They also complained of being harassed mentally & financially by the traffic Cops.

 This is an interesting fact to be considered by the company officials while deciding on the price
of engine oil. The auto drivers want engine oil to be of a good quality and that too at a cheaper
price, so that he can save his earnings on engine oil.

38 | P a g e
39 | P a g e
 Primary Research Work on Auto Drivers

The primary research work was done on a group of auto drivers to understand the perceived value
of different brands, factors affecting the buying behavior of engine oil & overall market of CNG
engine oil. “The sample used for this research work was about 150 auto drivers & the overall
results derived are having a variation of ± 6 % (which means that the result can have an error in
between ± 6 %)”

This sample was taken randomly from all the major areas of Delhi which include Uttam Nagar Bus
terminal, Hari Nagar Depot, New Delhi Railway Station, Old Delhi Railway Station, ISBT, Nizammudin
Station, Major Indraprastha Gas Stations & almost all Metro Stations.

A questionnaire was designed consisting of 12 questions (Given in Appendix 1) to understand the

overall Market variables mentioned above. The Survey on auto drivers has taken a time span of 1 week
(11/5/08 to 17/5/08). The Overall findings, conclusion & recommendations are mentioned in the next
page.

40 | P a g e
 CNG AUTO SURVEY

1) OWNERSHIP OF AUTOS
The first question is asking the auto drivers about the ownership of their auto vehicles. The findings
are shown below:-

% OWNERSHIP OF AUTOS
Self Owned Rented

47%

53%

Findings
“The above chart shows that in Delhi there are around equal % of both self owned auto
drivers & rented auto drivers”.

Conclusion

 From this survey, we also figure out that the self owned category consists of two types of drivers.
The first type of drivers have taken loan to buy the auto (i.e. is called second party financed
auto)*. The second types of drivers have invested their own money to get an auto.

*Detail given in” Economic Demographics”

41 | P a g e
2) %Market share of Engine Oil in 3-Wheelers Auto Segment
The second question consists of asking the auto drivers about the usage of Engine Oil in their
respective autos. The findings about % market share are shown below:-

% MARKET SHARE
CASTROL VALVOLINE MAK GE BP SERVO Others

4%
6% 14%

19%
15%

42%

Findings
The above Pie chart shows the % share of each major CNG brand oil in 3-wheeler market. The
above chart reveals that MAK GE (from Bharat Petroleum) is the leader in this segment. MAK
GE has scored this first position due to various reasons which will be put across in the later stage
of Primary Research.

All these major brands (MAK GE, BP, Castrol & Valvoline) constitute around 90 % of market.
The remaining market is hold by the other small companies with an exception of a Big company
called INDIAN OIL which market SERVO GEO in this segment & has only about 6% market
share.

42 | P a g e
Conclusions

 From, the Secondary data, we derive out the fact that MAK GE was the very first entrant in the
CNG engine oil market. It capitalizes this opportunity by setting up a tie with IGl (Indraprastha
gas ltd.) to market CNG in Delhi. So, MAK has got a major share of Heart & share of Mind in the
Auto Drivers.

 Once MAK holds the major chunk of CNG Engine Oil market .But after the liberalization* &
entry of other international Brands this share has shrink to 40%. The other leading Brands in this
category includes BP & Castrol which belongs to same company (British Petroleum) & hold
around 33% CNG oil market of Delhi. The other major brand is Valvoline which hold around 15
% market share.

*For Details see chapter on “Indian Lube Industry”

43 | P a g e
3) OWNERSHIP VS PRODUCT USAGE

The chart below is derived from the first two questions. The Conclusion part is given below:-

% Self Owned Auto % Rented Auto

44

20
13 17
39
1 19
15 14 10 6
3

Castrol Valvoline Mak Ge Servo BP Others

Findings
The above chart shows the % wise usage of brand engine oil each by the Self owned Auto drivers
& Rented auto Drivers.

The maximum difference in all the major brands, by the two categories of auto drivers is merely
in between 3-5 % except for Servo,

The difference (for Servo) is around to be 9% in two categories of Auto Drivers.

Conclusion
 “The chart gives a very clear picture that there is not much difference in the choice of a specific
brand of oil by the two categories of auto drivers”.

 This result shows that out of the given 6 % market of Servo Brand, the self owned vehicle owners
have got more positive perceived value & trust for Servo Brand as compared to rented Auto
Driver.

44 | P a g e
4) Brand image & Selection Factors for Buying Lube Oil

The third questions consist of the factors affecting the buying decision of a particular brand. For this
question there were four factors which were analyzed .The factors are as follows:-

Cheap Price of Engine Oil

Good Quality of Oil
Mechanic Selection
Friends using it (Word Of Mouth)

These factors are analyzed for all the major brands .The result shows the perceived value of auto drivers
for all the given Brands. The result of all the major brands & their perceived factors are analysed below:-

Brand image & Selection Factors for Buying Lube Oil

PRODUCT BRAND Cheap Price Quality Mechanic Selection Word of Mouth

CASTROL 0 76.19 25 0
% users
34.78 47.83 13.04 4.35
VALVOLINE
% users
18.75 43.55 33.87 3.23
MAK GE
% users
0 44.83 51.72 3.45
BP
% users
0 66.67 33.33 0
SERVO
% users
50 0 50 0
OTHERS
% users

So, quality dimension is the top most criteria in each brand selection. Hence, the company
should put extra effort to ensure good quality of oil reaching its consumers.

45 | P a g e
5) FACTORS INFLUENCING THE BUYING DECISION

The chart below is derived from the third question. The question discussed before this analysis (3rd
quest) mainly talks about the selection factors for various brands From that particular question the
%wise preference, for each factor used by the auto drivers to buy any oil brand is given below.

% VARIOUS FACTORS
QUALITY PRICE MECHANIC SUGGESTION WORD OF MOUTH

49

33

15

FACTORS INFLUENCING THE BUYING DECISION

In this chart, the factor wise preference order is given. This chart explains the factors which drivers
consider in his mind while going for purchase of engine oil.

The findings, Conclusion & recommendation part of each factor will be done individually in the
next page.

46 | P a g e
 1) Quality variable

Findings

The above chart shows that the major factor which auto drivers look into while buying engine oil
is the quality & durability of oil.

The quality dimension contributes about 50% of total selection criteria to buy a particular engine
oil.

Conclusion
 So the company should ensure to provide best quality engine oil to its consumers. One of the
major factors to be discussed here is of duplication of oil in the market. All the engine oil are sold
at various rates in the market. So, it is being assumed that the oil which is having the major
variation of price in a given market is coming with duplicate quality.

 There is a table which shows the % variation of price of 1 lt CNG oil in the market. This table
talks about the maximum & minimum price of 1 lt oil available for a particular brand in shops.
“This table will help in discussing duplicity of engine oil.”

VARIOUS PRICE OF 1 LT LUBE OIL PREVAILING IN THE MARKET

The above table shows the range of price of 1Lt lube oil which is prevailing in the market (as told
by the auto drivers).

MINIMUM MAXIMUM Std. Deviation %

PRODUCT PRICE PRICE DIFFERENCE Average Price (μ) (σ) Variation
CASTROL 120 200 80 161 28.50 17.70
VALVOLINE 90 150 60 117 18.34 15.67
MAK GE 110 140 30 118 11.10 9.41
BP 110 130 20 121 6.17 5.10
SERVO 90 190 100 137 29.69 21.67

 The above table shows the range of price of 1Lt lube oil which is prevailing in the market (as told
by the auto drivers). The above table clearly points out the fact that the % variation in the price of
MAK GE & BP is quite low.

47 | P a g e
  This states the point that the duplicity of oil is quite less in these two brands. It is assumed out the
fact that the variation in the price of oil will be more when there will be addition of low quality
oil in the original brand oil. Also Castrol & Valvoline is also having a low margin of variation
difference in their price range.

 One point to be mentioned out in this table is the fact that the variation in Servo Brand is quite
high & is around to be 22%, which clearly states that there is large duplicity or black marketing
of Servo engine oil in the market. Once the consumer sees so much variation in the price of
particular brand oil, then it creates a state of confusion in his mind & also lowers the quality
perception about that particular brand.

“This fact can be clearly linked to the driver‟s Perception about Servo Brand*.So one of the biggest
factors which is affecting the sale of Servo Brand in the market is the quality parameter.

 Hence another point to analyze the quality variability is by asking the auto driver‟s
perception about Servo Geo. The results obtained are as follows:-

% Percepeption About Servo Brand

39

23
19 19

Good Quality Low Quality Costly No Idea

 The above table clearly states the fact that around 23% of auto drivers do not buy Servo Geo due
to its bad quality. This perception of bad quality of oil is due to duplicity of Servo oil in the
market. This low quality perception is quite a big factor which is hindering the sales of Servo
Geo.

48 | P a g e
The following recommendations will help to sort out the problem of this duplicity.

Recommendation
 Servo should ensure quality products reaching its users. This can be done by putting up Rs 5 coin
inside the bottle of engine oil as a gift for the buyers. It will help the company in two ways. First
it will add as an attractive offer for buyers & secondly it will reduce the black marketing &
duplicity of Servo.

The duplicity marketers have to add Rs 5 to their duplicate bottle of Servo to sell in the market.
This will lower their profit margin & hence the attractiveness of selling duplicate Servo will be
lost in them. This will ensure quality products of Servo reaching consumers & ensure happy &
satisfied customers.

 There is a gap in the Distribution channel which is affecting the quality of engine oil & the
company should work out to remove the loop hole in the Distribution system of Engine Oil. The
company should clearly monitor the quality of its engine oil in its distribution channel to enhance
the trust of the auto drivers.

The flow chart of Current Distribution system is as follows:

Base oil prepared Blending of Base Filling of Oil Transfer of oil to

at Haldia Refinery Oil done in inside the Bottle 6 Distributors in
Faridabad at Delhi Site Delhi

Distribution of oil
to all shops in
Delhi

The flow chart of Current Distribution system is having one major flaw. The company distributes all its
oil to only 6 distributors in Delhi. This shows that all the distribution is ultimately controlled by these 6
distributors. This mechanism is leading to a state of monopoly or a state of Cartel which is needed to be
stopped or controlled. This system is the root cause of variation in the quality of oil, as flow of oil is
regulated by few people only.

So, the company should adopt a more decentralized way of distribution of its engine oil. It should divide
Delhi into 16 equal parts & then select a distributor for each part. This will help in controlling the actions
of distributors in a much better manner. Also the distributors should be changed within the 6 months. The
variation of quality of oil will drop with the fall of monopoly of fixed distributors.

*For further detail see report on perception about servo brand

49 | P a g e
2) Mechanic Selection
The other major factor which is effecting the selection of a particular brand of oil is that of Mechanic
Selection. The factors which develop the perception of a particular brand in the mind of mechanic will be
discussed later.

The mechanics are those people who do all the servicing of engine oil in auto vehicles & generally
recommends auto Driver to use a particular brand.

Recommendations
 From the Social Demographics, it is cleared that 90 % of auto drivers are uneducated &
unaware about the quality standard of engine oil*. So, it is by the recommendations &
words of these mechanics they adopt the general perception about a particular brand.
Therefore the company should work towards developing a positive brand image in the
minds of mechanic & also pursue them to use & recommend Servo Brand to the auto
drivers.

Servo can take a leaf from the experiments of “Valvoline” which helped them to build a strong
brand image in the mind of mechanic. Valvoline has been conducting training programs for
mechanics across the country. Typically, the company identifies roadside garages which
have the potential to improve and provide them training on the latest technology engines
and aggregates. This has helped build a certain loyalty factor for the brand with the
mechanics. The company has till date covered over 350 mechanics all over the country.

The same mechanism can be followed by the Servo Brand. It can ensure day camp training to the
mechanics in Delhi who is having roadside garages & tell them about the latest technology
equipments. Educate them also about the quality parameter which Servo is following to keep the
engine fit & working.

Also discuss & ask for recommendations from them for the reasons of fail out of Servo in the CNG
market .This policy will help in three ways .:

 First the imparting of knowledge in training Session will build a layer of trust between the
company & the mechanic community who is in direct touch of auto drivers. So, indirectly it‟s a
series of confidence formation between the company & users.

 Secondly the seeking of advice from the mechanics will increase their self actualization.
(Hinesburg Five Needs Theory). They will feel themselves important & will feel themselves as a
part of Servo Brand. So they will themselves involve in this mission to move Servo Brand on top.

 Thirdly the Servo Company can work out on the points which are mentioned by the mechanic.
The company can do research work on these advice & if found significant can implement the
ideas to increase the sales of its engine oil.

*for Details on Educational Background see “Social Demographic”.

50 | P a g e
3) Price factor
Price plays a major factor in the buying decisions of Gas Engine Oil. It contributes about 15% in the
decision making power of drivers while buying CNG oil. Also from the perception chart it is clear that
around 20% of auto drivers do not buy Servo due the high price of it.

As the 70% of auto drivers just earn around 3000-5000 per month*, so by this sense the price factor
becomes a major phenomenon in the buying decision of Auto drivers. Valvoline has captured a major
market in CNG oil only by playing the trump of low price factor.

Recommendations

 Servo has to position itself in such a way that its price value should look fully justified (for
ex: Castrol charges high rate & boost itself as the best CNG oil in the markets so, it‟s
perceive value is high & consumer don‟t mind paying such a high price). So proper
positioning of price of Engine Oil is needed to target mass market.

 Servo should boost its image by the help of mass media (liker local Hindi Newspaper, Radio
FM, Road promotion campaign, paper pamphlets etc) about its quality factors. This will
develop a good image about the Servo Geo & also justifies its price label. So, by the use of
this method & various other methods Servo can increase its sale & remove the hindrance of
high price tag from it brand.

 The other course of action could be the fact that, if the Company can make some small
changes in the distribution channel & save the money over there & then pass on these
savings to the needy consumers in the form of Discount or cash coupons.

 There can be change in the price structure of Servo Geo which can be useful to lower the
price of CNG oil. The Indian Oil Ltd. can pass on some of the profit margin from its other
products to reduce the price of its CNG engine oil.

The above fact can be justified from the primary research done on the offers liked by the auto
Drivers. There are three factors which are studied .The factors are as follows:-

Discount: The drivers were asked about their liking regards to Discount in engine oil.

Gift: The Drivers were asked their preference for the complimentary Gift with engine oil.

Anything in these two offers.

These three factors were asked from the auto drivers & their result is summarized in pie chart given on
next page .This pie chart will explain the two recommendations perfectly for this particular price factor .

*for Details on Financial Background see “Economic Demographics”

51 | P a g e
SELECTION FROM THESE THREE OFFERS

% OFFER SELECTION

22%

DISCOUNT

57%
21%
COMPLIMENTRY GIFTS

ANYTHING IN THESE TWO OFFERS

 From the pie chart it can be concluded that the auto Drivers want maximum discount in the
price of engine oil. It means indirectly they want that the price of engine oil should be as low
as possible .So we concluded that price plays a major role in the Decision making power of
purchase of engine oil.

 So, the company should develop & use all possible options to reduce the price range of it oil.
One of recommendations is to work on Distribution channel to lower the price & other one
is to divert the profit margin from other Line of Products of Indian Oil to cut the cost of its
CNG engine oil *.

 An effective way of giving discount will be to seal 5 Rs coin inside the packet of 1 Lt ,so that
the discount given by the company can be directly pass on to the consumers**.

 Around 21% auto drivers prefer usage of Complementary gift items with the package of
engine oil. So, company should use gift items to increase the perceived value of its Engine
Oil. Servo GEO can use this as an opportunity to increase its market share by offering gift
items & also promotes its brand quality parameters by various Media channels discussed on
back page***.

All these two factors can be used to make the price range of Servo look valid to the auto drivers. Hence,
by implementing these recommendations the Servo market share won‟t be loss because of cost factor to
other brands. So company can insulate itself from this factor by the above given ideas.

*, ***see details on back page, ** see detail on page number 63

52 | P a g e
4) Word of Mouth
The word of mouth (fellow friends using it) is also one of factors affecting the buying decision of
lube oil by the auto drivers. Although it is having a very low percentage as a factor in buying
decision making power as compared to other factors. Still it can use it as an opportunity by Servo to
increase its market share.

Around 31% of people have got no idea about the Servo Geo & hence are not using Servo. So, this
fact points towards a clear opportunity market for Servo*.

The following recommendations are useful in winning this market

Recommendation

 Servo should create a buzz in the auto drivers about its brand, so that they can talk about it
at their common meeting point like tea stalls. The buzz can be created by the use of the
advertisement on radio about the undisclosed new gift items coming along with Servo CNG
oil. Announcement of bumper prize on the sale of lube oil which can be worth of 1 lakh Rs
or more & discount on the buying of Servo Geo oil.

 Also the Buzz can be made by announcing the daily gift winner on radio from a special
serial number marked on the back of its bottle cap of lube oil. Also keep in mind to change
the gift on a regular basis to create interest in the minds of consumers.

This will create a curiosity in the minds of auto drivers to know about the next winner. For
this purpose they will talk about Servo brand & it will help in the formation of share of
heart & share of mind in the users which will ultimately help in increasing the sale of Servo
Geo.

 A second method to create buzz & to increase market size is by the use of announcing lucky
winners by Servo on radio channels. The company can take the auto drivers data from
RTO office & then randomly select 1 lucky winner daily (show should be on weekend) &
announce it on radio.

The winner can be a given a silver coin of Servo along with free 1 lt of servo brand oil. He
should be then called in the radio station in the show & given prize & over there discussed
about his likings & hobbies. So, at the end of show, the next winner name will be
announced. This all will create excitement & curiosity in the auto drivers & they will talk
more about Servo Brand.

 The company can take the help of CSR (corporate Social responsibility) in forming the
brand awareness about Servo Geo. The company can take the service of some renowned
NGO in this CSR activity. The Company can ask these NGO to organize the summer camps
or workshops for the auto driver‟s children. This will create a positive image of company in
the minds of its end users & help in establishing a long lasting impression in their minds.

*See detail chart on perception about “Servo Geo”

53 | P a g e
6) PACKAGE USAGE IN LUBE OIL
The sixth question was about the general purchase of package of engine oil. The result is shown in
the form of Pie chart.

PACKAGE OPTION
OPEN 1/2 LT 1 LT

13%

7%

80%

Finding & Conclusion

The pie chart clearly states the fact that the auto drivers are most likely to buy 1 Lt of lube oil
whenever they go for purchase of engine oil. So, the company should properly implement its
marketing strategy on 1 lt pack to develop & increase its market share.

Recommendation

 Valvoline has used this fact, as a key strategy to distinguish itself from the other major brands.
Valvoline launched its 1 lt of package in the form of poly bag with a very stylish opening format.
Valvoline is the only major brand which is selling 1 lt lube oil in the form poly bag & other
brands are being sold in the form of plastic bottle.

 Servo can also come up with a new dynamic packet of 1 lt oil which distinguishes itself from the
market. This pack should be an eye catcher. So, packaging can also become one of the deciding
factors in increasing the sales of Lube Oil.

Also MAK GE, BP & Valvoline has launched a complimentary gift Item (toothpaste &
toothbrush) with its 1 Lt Bottle of engine oil to promote their respective brands.

 Servo can also use a strategy to properly market its 1 Lt oil. It can come up with new gift item
scheme only with its 1 Lt package. The gift items which can be given with 1 Lt Oil pack are
given in the next page.

54 | P a g e
A survey was conducted in this regard to check out gift preference by the auto drivers. The results
are as follows:-

% GIFT CHOICE 55

23

11
6 4
1

TOOTH PASTE SOAP BEAUTY CREAM HAIR OIL SHAVING CREAM ANYTHING
FOR FAMILY

Findings

From the gift choice survey it is clearly stated that auto drivers does not have any preference for a
particular gift item. They just want a family gift item with the pack of engine oil.

Conclusion

 As one can see from the Social Demographics that all drivers are having a family with 4-6 family
members. Also, the answers obtained from the drivers correspond to the fact that drivers want a
gift item which can be consumed in the family. About 55% of auto drivers confirm this fact.

 About 23% of auto drivers like to have toothpaste as a complimentary gift item. This particular
choice can be due to reason that many brands (like MAK GE) are already distributing this as a
gift item. Around 11% like to have soap as a gift item which is again a family consumable item.

Recommendations

Servo can use the scheme of complimentary Gift items to strengthen its position in CNG oil market. The
company can offer from the following schemes:-

 To make an attractive pack of 20 gm toothpaste & Beauty Soap. As both these items are family
consumables so it will be really helpful in increasing the sales.

55 | P a g e
  The company can give cash discount with the packet of 1 lt oil. This cash discount will be in the
form of 5-10 Rs mentioned on the back side of bottle cover. The cash Discount can be varied(For
ex :- bottles should have different marking on it like Rs 5 ,Rs 7,Rs 8 & Rs 10).This will ensure
curiosity in the minds of drivers about the discount they are going to get in their next purchase.
So, it will help in increasing the sale of Servo Brand.

 Also the company can offer gift of polish as a gift item. This polish can be used to make the auto
look new & dashing. But it has the drawback that this gift won‟t work in long run as the rented
auto driver does not want to polish their vehicles. So this gift can be used as a short term
innovative prospective.

 FROOTI can also be used as a complimentary gift item. The reason for the choice of Frooti is
that right now there is a season of summer & the drivers are thirsty & exhausted when they came
to the shops. So use of Frooti as a gift item will boost the sale of Servo.

The only major problem with this scheme is that frooti won‟t be chilled & also it will lead to a lot
of loading cost to the company .For this company should use a coupon on the back of bottle cap.
So, that the drivers can exchange this coupon for frooti from any shopkeeper. For this the
company should tie up with Frooti Company. It should make a deal that this coupon can be
exchanged for a frooti anywhere in Delhi. Another point to keep in mind is that the coupon made
should be unique so that it cannot be duplicated.

 The company can also issue daal & sugar coupons with the Servo Packet. The coupon will
have a mention on its cover about the free purchase of ½ kg or 1 kg of sugar from all the
leading stores like big bazaar, 360degree, More stores & all other big retail store. This
coupon can be fixed on the back of plastic cap.

For this scheme to work, the company has to select the leading players in retail market & tie
up with them to generate a unique coupon which can be encash with the sugar bag or other
gift item mention on that coupon. This gift item can be having various types of Daals name
mentioned on it. Also one can put vegetables worth of Rs 15- 20 as a gift coupon which can
be bought from the retail shop.

This will help company to save the cost of carrying gift item with the engine oil .Also each
consumer has got different preferences which a company can‟t fulfill. But this scheme will
help the company to overcome this problem, as sugar & other essential commodities are
needed around the year. Also the problem of outdated products will be eradicated with this
scheme. The company should issue unique coupons numbers which can be checked with the
infrared gun present in the retail shop. This will help in saving the duplication of oil &
coupons in market.

This scheme will lead to a big buzz in the market & will promote the Servo Geo brand & hence the sales
will increase along with its market size.

56 | P a g e
7) Knowledge About Servo Brand

The survey was conducted to know the perception of auto drivers about Servo Geo. For this survey,
a series of questions were asked from the auto drivers.

The first question consists of knowledge about the packaging material used for Servo Geo (either it
is 1lt packet or 1lt bottle). The findings & conclusions are as follows:-

% Knowledge About Servo Brand

Those who knows about the package Those who does not knows about the package

25%

75%

Findings
The above chart clearly states the fact that there are around 75% of auto drivers who know about
the use of plastic bottle by the Servo Brand. This shows that a fair amount of people have got
knowledge about the packaging style by Servo.

But a significant number of 25% auto drivers does not know about the packaging style of servo
brand which indirectly states that these much % of auto drivers are the opportunity market of
Servo.

57 | P a g e
Recommendations

 The following result shows that the Servo Geo Brand is not so visible to the auto drivers
or in other words the brand awareness about Servo Geo is low.

This awareness can be increased by asking the shopkeepers to put on display the Servo
Geo Brand. For this a program is to be designed, which tie up shopkeepers directly with
the Indian oil company. This program will work smoothly with the help & initiative of
distributors.

The company should seek the help & cooperation of its distributors in creating the
Brand awareness. The company should put a pressure on the distributors that they have
to convince shopkeepers to display Servo Geo at the front row of their shops.

 The company officials should also randomly check that the distributors are complying
with this order. They can send a unknown person to a random selected distributor &
check whether he follows the order given to him. If he is not following the order then
action should be taken against him.

 A second method will be to display Servo Geo engine oil on the big hoardings across the
road & in metro trains for advertisement of its packet.

 The Indian oil ltd. should properly position its Servo brand name in all its petrol pump
of Delhi. It has been observed that name of Servo is not been significantly highlighted
anywhere in its petrol pump. On the other hand Bharat Petroleum Ltd is promoting
Mak Ge on a large scale all over its petrol pump.

So, IOCL should utilize its large base of petrol pumps to market its brand name of
Servo. Also the Company can put up banners of Servo Geo on IGL gas stations to
increase the brand awareness among the drivers.

These methods will help Servo to come across the mind of new & old users. The people want
to experiment with new engine oil, so this exposure will certainly help Servo to increase its
market share.

58 | P a g e
8) Packaging Color Knowledge (or appeal of package color)

The Second question in the series “to know about the brand knowledge of Servo Geo” was by
asking the package Color of Servo Geo. This question was asked to know a person share of mind &
share of heart about Servo Geo.

This test was done only on those drivers who are having knowledge about the package of Servo
brand (question discussed above).

The findings & conclusions derived are as follows:-

% Packaging Colour Knowledge (or appeal of

package colour)

Those who knows about the package colour

Those who does not knows about the package colour

47%
53%

Findings

The above chart clearly shows that the percentage of auto drivers who are aware of packaging
color of Servo Geo is less than 50%.

Conclusions

 This clearly indicates that the drivers are not able to recall the packaging color. So the
packaging color of Servo Geo is not effective as compared to other brand of engine oil.

59 | P a g e
 Recommendations

 The packaging of Servo Geo is in the form of a mixture of Light Yellow & Dull Green.
This packaging color seems to look quite outdated & a copy of other brand color.

Servo should develop its own identity by redesigning its packaging color. This
redesigning will give Servo a new Avatar & a fresh look to face its nearest competitors
& it will help in boosting the sale of Servo Geo.

All the brand engine oil packets looks alike to each other apart from Castrol which ahs
wholly a unique identity The color of Servo look quite stereotype to the other exsisting
brand color. So, Servo Geo needs to change the color to appeal to its end users.

 There should be few changes in color of Servo Geo. The designing expert„s consultation
is required to make color look more attractive to the eyes of its users.

 The other major activity which can be carried out to increase the brand recall of Servo
Geo is by endorsing any public image for its Brand Ambassadorship. For ex: Valvoline
has taken the services of Famous Australian Cricketer Ricky Ponting for its promotion.

 Servo can also take the service of such a personality who has a great public image & is
known for its reliability. I propose that that the Servo should endorses Maneka Gandhi
or other environmentalist as its brand ambassador. She is linked as an environment
care taker & CNG fuel used by auto drivers is also ecofriendly. So, her brand image will
prove handy to promote Servo Geo.

The poster & banners of Servo featuring Maneka Gandhi should be put on all its petrol
Pump & distribution centers to promote Servo Geo Brand.

 A second option is to use the happy face of auto drivers as the poster image of Servo Geo.
The same experiment “Kurkure” has also done & was extremely successful. The face of
auto drivers can be changed regularly on its cover page to mark innovation.

This strategy will build trust & confidence of auto drivers in the brand of Servo & hence its sales will
increase.

60 | P a g e
9) AGE WISE BRAND USAGE IN MARKET (Perception of Brand on the Basis of
Average Age of Auto) (All Age in Years)

The last question was used to analyze the relation between the age of Auto & a particular brand of
oil used. The result of Survey is as follows :

Std. Deviation
PRODUCT MINIMUM AGE MAXIMUM AGE Average Age (μ) (σ) % Variation

CASTROL 1 8.5 4 2.96 74.00

VALVOLINE 4 9 6.9 1.77 25.65

MAK GE 1.5 10 5.75 2.89 50.26

BP 1.5 8 4.5 2.53 56.22

SERVO 1.5 10 4.93 3.36 68.15

OTHERS 8 10 8.6 0.89 10.35

Findings

The above survey results show that there is no relation between the age of autos & use of a
particular brand of oil.

This result can be verified from the % variation in the chart. The % variation in the chart is
quite high which shows that the data taken is not significant to justify any relationship
between the age of autos & use of a particular brand of oil.

61 | P a g e
62 | P a g e
 Primary Research Work on Taxi Drivers

The primary research work was done on a group of taxi owners to understand the perceived value
of different brands, factors affecting the buying behavior & overall market of CNG engine oil.”The
sample used for this research work was about 119 Taxi Drivers, with a variation in result of about ±
5% (which means that the result can have an error in between ± 5%)”

This sample was taken randomly from all the major areas of Delhi which include Indira Gandhi
International Airport, Sub hash Nagar Taxi Stand, Hari Nagar Taxi Stand, Raja Garden Taxi Stand, New
Delhi Railway Station, Old Delhi Railway Station, ISBT, Barakhambha Taxi Stand and Nizammudin
Station.

A questionnaire was designed consisting of 9 questions (Given in Appendix 2) to understand the

overall Market variables mentioned above. The Survey on taxi drivers has taken a time span of 1 week
(18/5/08 to 25/5/08). The Overall findings, conclusion & recommendations are mentioned in the next
page.

An important fact in this research work is that the engine oil in taxi is being put up by the taxi owners
themselves & not by the taxi driver who is running the taxi. A taxi owner can have from 1– 30 taxi drivers
under his ownership. So, the real need by an oil company is to target this segment of taxi owners.

63 | P a g e
 CNG Taxi Survey
1) % MARKET SHARE

The first question in the questionnaire was about the engine oil used in the taxis. The findings of the
survey are as follows:

MARKET SHARE %
CASTROL
SERVO
MAK GE
2 11
OTHERS

31 56

Findings
The above pie chart explains the market share of engine oil in taxi segment. As one can clearly
see that the Castrol is the market leader in this segment with a market size of more than 50%.
Also Servo holds to be nearest competitor of Castrol with a market size of 31%.

MAK GE which is the market leader in the auto segment seems to be quite weak in this segment
with a market size of just 2%. The other engine oil holds the remaining 11% market

Conclusion
 So from the above pie chart we conclude that Castrol & Servo are the leading Brands in Taxi
category with a cumulative market share of around 87%

64 | P a g e
2) Brand image & selection factors of buying lube oil

The second question constitutes of the various factors which lead to buying of a particular Brand.
Also this question was able to analyze the perceived value of all the major Brands.

For this question there were four factors which were analyzed .The factors are as follow:-

Cheap Price of Engine Oil

Good Quality of Oil
Mechanic Selection
Friends using it (Word Of Mouth)

The perceived value of all the major 3 brands are analyzed as follows:-

Brand image & selection factors of buying lube oil

PRODUCT BRAND CHEAP PRICE QUALITY MECHANIC SELECTION (WORD OF MOUTH)

CASTROL 0 100 0 0
% users 0

SERVO 3 97 0 0
% users 0

MAK GE 100 0 0 0
% users

OTHERS 31 69 0 0
% users

So, quality dimension is the top most criteria in each brand selection. Hence, the company
should put extra effort to ensure good quality of oil reaching its consumers.

65 | P a g e
2) FACTORS INFLUENCING THE BUYING DECISION

The chart below is derived from the second question. The second question talks about the brand
wise selection factors for buying engine oil. In the conclusion part the factor wise preference order
is given. The Conclusion part is given below:-

FACTORS INFLUENCING THE BUYING DECISION

QUALITY PRICE

14%

86%

In this chart the factor wise preference order is given. This chart explains the factors which drivers
consider in his mind while going for purchase of an engine oil.

The findings, Conclusion & recommendation part of each factor will be done individually in the
next page.

66 | P a g e
 1) Quality Factor

Findings

The above pie chart shows that the around 90% market of taxi segment is being influenced by the
quality parameter.

Conclusion
 Quality becomes an important criteria or factor which leads to purchase of engine oil. The above
result also signals to one of the fact that taxi owners are very particular about the quality
parameter of engine oil. For them the oil should be good irrespective of price & that‟s why
Castrol is enjoying number one position. This also states the fact that taxi owners are financially
well off as compared to auto drivers.

 The remaining market is being influenced by the cheapness of engine oil. But that parameter is
quite weak & if companies just cover this factor only (price factor) then it won‟t be able to win
the market share of CNG taxi segment.

Recommendations

 Right now Servo is the biggest challenger of Castrol. Servo has got the opportunity to win
over the market share of Castrol by providing engine oil to taxi owners at par quality &
relatively less price as compared to Castrol.

This can be done by launching a separate engine oil for the taxi Segment. Castrol has
launched BP at a relatively lower price to capture the market of auto Segment because it
knows that the auto drivers are not able to afford such expensive oil. It launched Castrol at
relatively high price in order to differentiate from BP & to increase the perceived value of
its product. (It means quality is directly proportional to its cost).

Servo should launch a new product with a fresh name which should be meant only for the
CNG taxis. It should be promoted that this engine oil is having the quality grades which
suits a 4 wheeler CNG vehicle. Also increase the market price of this engine oil to increase
the perceive value of the product. The price of this new product should only be 10 -15 Rs
lower than the Castrol.

This strategy will help Servo to penetrate the Castrol market. But proper promotion of this
brand of oil is necessary. Also, lower the price of Servo Geo to completely separate it from
this new launch. This will further help in increasing the market share of Servo in auto
category which is quite priced sensitive.

 The second method to increase the market size of Servo is to reduce the quality duplicity.
The above chart shows that the major factor which taxi owners look into while buying
engine oil is its quality & durability. The quality dimension contributes about 90% of
selection factors.

67 | P a g e
So the company should ensure to provide best quality engine oil to its consumers. One of the major
factors to be discussed here is of duplication in the oil in the market. All the engine oils are sold at
various rates in the market. So, it is being assumed that the oil which is having the major variation
in price is presumed to be of having duplicate quality. This variation in price of oil was found with the
help of a question in the survey.

There is a table which shows the % variation of price of 3 Lt CNG oil in the market. This table
talks about the maximum & minimum price of 3 Lt Oil available for a particular brand.

MINIMUM MAXIMUM Average Price Std. Deviation

PRODUCT PRICE PRICE (μ) (σ)
CASTROL 500 640 580 57.87
MAK GE 400 450 425 35.36
SERVO 350 500 409 51.92

The above table shows that the variation in the price level of 3 Lt Oil of different brand of Oil. The
variation in price level of Castrol is relatively low as compared to price level in Servo Brand. “This
means that there is more duplication of Servo in market as compared to Castrol.”

 “So, Servo should monitor its distribution channel to ensure that quality product reaches
the consumers. It will help in increasing the brand equity of Servo Geo in the market &
ultimately this good will or brand equity will earn them a good amount of market share.”

The recommendation to improve the distribution channel is given in auto Survey report.
That recommendation can be implemented in taxi segment also.

The Second way of analyzing the quality duplicity of Servo is by analyzing the survey data stating the
“Perception about Servo Geo”. In this data the perception of drivers related to Servo is given. We have
to analyze about the bad quality perception of Servo Geo with the help of the given survey data.

This whole analysis with recommendations to improve the quality perception in the mind of consumers is
given in next page.

68 | P a g e
% Percepeption About Servo Brand
Another point to analyze the quality variability is by asking the taxi owners perception about Servo
Geo. This analysis was done with the help of a question & the results are as follows:-

% Percepeption About Servo Brand

40

31

25

Good Quality Low Quality Costly No Idea

Findings & Conclusion

 The above chart clearly states the fact that 25% of Taxi owners do not buy Servo Geo mainly
because of its low quality. So the quality variability is proving out to be a major challenge for
Servo.

The following Recommendations will help Servo to change perception about Servo Geo in market.
This change in perception will lead to increase the sale of Servo Geo

Recommendation
 The first thing Servo need to do is to strictly monitor its distribution channel. There should
be a team of quality specialist who should in disguise randomly visit any engine oil shop &
check the quality of Servo oil over there. If the engine oil is of poor quality then they should
inquire about the distributor from where the shopkeeper is buying the oil & then raid that
distributor shop & send both of them to police.

69 | P a g e
  Also ask indirectly from taxi owners about the place where duplication of oil is more. They
can provide with valuable information on this subject & hence it will help the team to work
fast on catching the person doing duplication of oil. This will help in ensuring that Servo
quality is retained & moreover it will help in stopping the black marketing of servo. Also it
will help in changing the perception about the Servo Geo.

 Secondly the same team should visit on random basis the taxi owners & tell them about the
properties of Servo engine oil. They should give them 1 Lt of Servo engine oil as a sample to
test on their vehicles. Also give them contact number so that they can complain of any
problem if they face during the use of that sample oil. This will help in gaining the
confidence of taxi owners & also will lead to increase the sales of Servo.

 Also release information in newspaper & radio that a suitable prize will be given to those
who will tell the name of shopkeepers & distributors who are doing duplication of Servo
Geo. After getting the inputs the team can purchase some oil from that shop & then check
the duplication. If found correct then corrective action should be taken.

All these activities will help in totally wiping out the duplication of Servo & hence the quality parameter
will help in gaining the market of CNG oil by Servo. “Also it will help to save the company„s revenue
which is going in black marketing.”

70 | P a g e
2) Cost Parameter
Cost is the second parameter which is affecting the buying decision of taxi owner. The findings,
conclusion & recommendation to control this factor are given below.

Findings

Around 14% people buy engine oil on seeing the cost of it. So, “cost is also one of the factors
which can influence the buying behavior of engine oil”.

Conclusion
 From the perception chart of Servo we can see that around 3% people are not buying Servo only
because they feel it is costly*. Servo is cheap as compared to Castrol but the perceived value of
Servo with respect to its price is quite less when we compared it with perceived value of Castrol
with respect to its price.

 So here the main problem with Servo is to change the perceived value of Servo in this price
range. Servo has to convince users that price which is being charge for engine oil is quite valid.

The following recommendations will help in changing the perceived value of Servo Geo brand.
These recommendations are generated with the help of a question on the selection from various
offers which should be given by company. These factors will help in changing the perception of
consumers regarding the costliness of Servo Geo.

The recommendations are as follows:

Recommendations
The perception about the price can be change by using these three factors:-

 Discount

 Complimentary Gift items

 Extra Engine oil

 Anything in these three offers

The discussions on these recommendations are done on the next page. These recommendations will be
explained by the market wise % preference from the following offers. It will be explained with a bar chart
drawn on next page.

*from the data on “Perception about Servo Geo”.

71 | P a g e
The following chart will show the % wise preference from these three offers. The findings &
recommendations are written below the table on the basis of the offers given.

% Offer Selection

DISCOUNT
34% 34%
MORE QUANTITY IN SAME PRICE

COMPLIMENTRY GIFTS

ANYTHING IN THESE Three OFFERS

3%
29%

 The above chart clearly shows that around 34 % people need discount in the engine oil. “The
company should give discount in the form of oil coupons along with its engine oil. The
company can offer oil coupons on the back of bottle cap. The coupon will lead to get a cash
discount on the filling of CNG gas at IG station”.

 Around 30% of people want extra oil with the same package of oil. As the owners are having
many vehicles so they want to have more oil.”So, the company can offer extra 200-500 ml
engine oil with 3 or 5 lt pack of engine oil. This will help in making the owner realize that
the amount charge is relevant for Servo Geo”.

 The third option could be by giving complimentary gift items to taxi drivers. An important point
to be noted here is that no taxi driver will ever go for a gift item by cornering quality variable.
“So the company should market the gift in such a manner that it only look as a method to
change the perceived value of Servo Geo(because for 15-20 Rs, no taxi owner want to spoil
its vehicle by using bad quality oil)”.

The taxi owners‟ preference for a particular gift is being explained by a bar chart in the next page.

72 | P a g e
3) % GIFT CHOICE

A question in the survey was asked to figure out the liking of a particular type of gift by the taxi
owners. The findings & recommendation of the survey are as follows:

% GIFT CHOICE

58

27

10
5
0

TOOTH PASTE SOAP BEAUTY CREAM HAIR OIL ANYTHING

Recommendations

 The following survey shows that 27 % of taxi owners like to get toothpaste as a gift item, but
a significant % of taxi owners said they want anything with good quality engine oil. So, the
company should give any gift item which can be use for family usage but once again to be
mention out the fact that quality is the most important criteria for the selection of engine
oil.

 The company should hire the service of any great public personality to promote the features
of its engine oil brand. This will also help in changing the perception about Servo Geo.

 Also the company should keep in mind that the gift items given should not be outdated in
nature. The outdated gift item spoils the brand image of company. For ex: MAK GE has to
face severe criticism for providing outdated toothpaste to the users.

 The company should ensure that the gift items should reach the users. Many of the times
the distributors or shop keepers sell this gift item as a separate commodity or use for their
personal consumption.

 All the other Recommendations are same as given for auto segment.

73 | P a g e
4) Knowledge About Servo Brand
There was a question in the questionnaire which was asked to analyze the knowledge about the
Servo Brand. The question was to figure out if the customers know about the color of Servo Geo.

The findings & conclusion of the survey is as follows:-

% Knowledge About Servo Brand

Those who knows about the package colour
Those who does not knows about the package colour

46%

54%

Findings
Around 54% of taxi owners do not know about the color of Servo Geo engine oil.

Conclusions
The high percentages of the above findings are due to various reasons. The reasons are as follows:

 The taxi owners are quite loyal to the brand which they purchase for their vehicles. Hence, they
never give consideration to the other Brand.

 They themselves are not buying engine oil, but one of their workers (taxi driver) is bringing the
engine oil from their respective engine oil shop.

 It can be due to the fact that the shop from where they purchase the engine oil does not put the
Servo Geo in front of the Shop.

 It can be also due to the fact that the awareness related to Servo Geo is not sufficient. (It means
Brand advertisement is not done successfully).

74 | P a g e
The following recommendations will help Servo to overcome this Problem.

Recommendations

The Indian Oil Ltd. has got a huge product range from petroleum products, lubricants, coolants grease oil,
gear oil etc. In lubricants also it has got a high range from petrol, diesel & CNG lubricants.

Servo is the brand name for all the family of lubricants. Servo is a very old name in the market of
Lubricants, so the company just promotes its brand name Servo for all the lubricants.

Servo Company has to understand that its CNG engine oil is a late entrant in the market of gas oil
which is already having many big competitors. So, by just promoting its umbrella name won‟t help
its CNG oil brand.

In maximum number of Indian oil petrol pumps or engine oil shops in Delhi there is no promotion
of this CNG engine oil (Servo Geo). It looks like, that the Indian oil is shying to accept the challenge
of this CNG engine oil market or does not consider this CNG oil market important for its growth.

Its nearest rival Bharat Petroleum which is also a public ltd company like Indian Oil is the market
leader of this segment but still it has not become complacent. It is promoting its Brand “MAK GE”
in all possible manners by either putting at front of its petrol pumps, by advertising in the IG gas
stations, by opening gas filling station at its petrol pump & by all the means.

So for increasing the sales of the Servo, the company should first change its complacent attitude &
gear up to take on the CNG engine oil market. The remaining recommendations to increase the
brand awareness can be seen from the “CNG auto survey brand awareness part”.

75 | P a g e
5) MARKET KNOWLEDGE ABOUT THE COMPLIMERNTRY GIFT ITEMS

A question in the questionnaire was asked to know the awareness of taxi drivers about the gift items
given with a brand of oil. The findings of the survey are as follows:

% MARKET KNOWLEDGE ABOUT THE GIFT ITEMS

YES( IF A PERSON KNOWS THE OFFER GOING ON IN MATRKET)

NO ( IF A PERSON DOESNOT KNOW ABOUT THE SCHEME/OFFER)

9%

91%

Findings
The above chart shows that about 91% of taxi owners are unaware of any gift item schemes
which are prevailing in the market.

Conclusions

 The above result shows that the taxi owners are quite loyal to the brand which they purchase. If
no scheme is coming in their preferred brand, then they won‟t ask for any oil with scheme.

 The above result also shows that the companies are not properly promoting their gift item
scheme.

 The above result also proves a point that taxi drivers are very particular for the quality of oil &
are well off financially. Hence they won‟t care for any gift item schemes.

76 | P a g e
Recommendations

 The company should first select a proper” brand ambassador” for its engine oil who can
promote the oil along with the gift item.

 The company should advertise this gift item in all Hindi news papers & leading radio
stations of Delhi

 The company should invite the taxi owners in an evening party where they can be taught
about the maintenance of their vehicles. Over there, big banners of Servo Geo can be put up
& hence it will lead in building up share of heart & share of mind for Servo Geo.

This is a tedious task to invite all the taxi owners but with little hard work it can be
accomplished. The company should chalk out the information of all the taxi owners from
the RTO data. Then the company should divide the Delhi region into 4 equal parts.

After completing this task, the company should give responsibility to their officers to
organize the tea party for these 4 areas separately. At the end of the tea parties give the
feedback form to the taxi owners & ask for their advice about how to serve them better &
other recommendations.

Working on these advices will help company to know the root cause of trouble & their
failure in increasing the sales of CNG engine oil. This activity will not only make taxi
owners happy as they will feel respected, but also help the company to register its brand on
the minds of consumers. Secondly it will help the company to know the root cause of
problems affecting Servo Geo.

This task should not be stop here only. This process should continue in every month or in
every bi month, so that the impression of company brand name will register on the mind of
consumers & also it will help the company to know that how much more improvement is
required to become market leader. Also side by side evaluate the sale & market size of
Servo Geo to check the potential & capability of this task.

77 | P a g e
78 | P a g e
 Primary Research Work on Shopkeepers

The primary research work was done on the shopkeepers to understand the perceived value of
different brands, factors affecting the buying behavior & overall market of CNG engine oil.”The
sample used for this research work was about 20 shopkeepers. The primary motive to cover
shopkeeper was mainly due to the fact that he is also one of the stake holders in the growth of sales
of a company .

This sample was taken randomly from all the major areas of Delhi which include Subash Nagar,
Punjabi Bagh, Karol Bagh, and Raghubir Nagar.

A questionnaire was designed consisting of 5 questions (Given in Appendix 3) to understand the

overall Market variables mentioned above. The Survey on shopkeepers has taken a time span of 1
week (26/5/09 to 3/6/09). The Overall findings, conclusion & recommendations are mentioned in the
next page.

Before the survey a random exercise was taken to determine the range in which gas engine oil are packed
& their corresponding price range. The findings about this survey are mentioned on next page along with
the questionnaire results.

79 | P a g e
 Exploratory Shopkeeper Survey
a)The following table shows the range of different brands of CNG engine oil packets available with
the shopkeepers .The result of the survey are as follows:-

RANGE
S.NO. BRAND NAME (LT)
0.5 lt 1 lt 3 lt 3.5 lt 5 lt 20 lt

1 CASTROL GTX   

2 BP(VANELLUS)    

3 VALVOLINE     

4 SERVO   

5 MAK GE     

6 GASENOL(H.P.)  

7 GULF 

8 IPOL  

9 BOSCH  

10 SHELL    

11 WAXPOLL  

80 | P a g e
b) The above chart explains the price range for all the major brands. The below chart compares the
MRP of all different products .The results are as follows:-

S.NO. BRAND NAME Price (Rs)

0.5 lt 1 lt 3 lt 3.5 lt 5 lt 20 lt
CASTROL GTX 655
1 118 222
BP(VANELLUS)
2 172 3270
VALVOLINE 499
3 86 150 814 2800
SERVO 539
4 146 3130
MAK GE
5 84.5 162 750
GASENOL(H.P.)
6 162
GULF 551
7 184
IPOL 435
8 163
BOSCH
9 200 609

81 | P a g e
 Shopkeeper Survey
1) Package usage for auto drivers
The first question in the questionnaire for shopkeepers was to know the package usage by the auto
drivers. The findings & conclusion are as follows:-

OPEN 1/2 LT 1 LT

60

25
15

% MARKLET SELLING PACKET

Findings

The above chart shows that a maximum number of auto drivers (nearly about 60%) purchase a 1
lt packet whenever they buy engine oil.

Nearly 25 % of auto drivers rely on half lt packet for purchase & remaining 15 % of auto drivers
go for an open purchase of oil.

Conclusion

 The above table clearly confirms the fact which was pointed in auto driver survey regarding the
purchase of 1 lt lube oil packet. There also it was shown that auto drivers are mainly inclined
towards the purchase of 1 lt lube oil.

Recommendations

 The company should understand this fact that 1 lt engine oil is the major selling packet in
auto drivers‟ community. So company should finalize any schemes in the form of discount,
gift items or extra oil with 1 lt oil package only. This will provide a more exposure to the
company oil & hence help in increasing the sales.

 The remaining recommendation regarding the package are same as mentioned with the
question in auto drivers survey.

82 | P a g e
 2) Package usage for Taxi drivers
The second question in the questionnaire for shopkeepers was to know the package usage by the
taxi drivers. The findings & conclusion are as follows:-

OPEN 1 LT 3 LT

60

30

10

% MARKLET SELLING PACKET

Findings

The above chart shows that a maximum number of taxi drivers (nearly about 60%) purchase a 3 lt
packet whenever they buy engine oil.

Nearly 30 % of taxi drivers rely on 1 lt packet for purchase & remaining 15 % of auto drivers go
for an open purchase of oil.

Conclusion

 The above table clearly states the fact that the major choice of a taxi owner is to purchase a
packet of 3 lt lube oil

Recommendations

 The company should understand this fact that 3 lt engine oil is the major selling packet in
taxi drivers‟ community. So company should finalize any schemes in the form of discount,
gift items or extra oil with 3 lt oil package only. This will provide a more exposure to the
company oil & hence help in increasing the sales.

83 | P a g e
 3) FACTORS INFLUENCING BUYING DECISION OF DRIVERS
The third question in the questionnaire was to analyze the influence of shopkeepers on drivers in
the decision making power for a particular brand.

The table below shows the result for this influence factor

% MARKET INFLUENCE
% MARKET INFLUENCE

50

40

10

ALWAYS RECOMMEND DRIVERS NEVER RECOMMEND DRIVERS SOMETIMES RECOMMEND DRIVERS

Findings
The above table shows that the shopkeeper sometimes (around 40%) plays a key role in
influencing the drivers to buy a particular brand.

Conclusion

The results from the above table conclude the fact that shopkeepers do mention the name of a particular
brand .The mention of a particular brand is because of the following reasons:-

 The shopkeepers get a good margin on the sale of that particular brand oil.

 The shopkeeper has got a high perceive value (high quality) for that particular brand oil as
compared to the other brand of oil.

 They offer their advice on seeing the financial status & interest of their customer (it means they
check out if the consumer is looking for a cheap oil or oil having a gift items with it).

84 | P a g e
Recommendations
 The company should do all the activities to increase the perceive value of Servo Geo. The table
drawn below shows the perception% of shopkeepers who consider it as a top quality oil.
The table is as follows:-

TOP MOST PRODUCTS FOR A SHOPKEEPER (PERCIEVED FACTOR)

PRODUCT % MARKET SHARE

VALVOLINE 20

BP 15

SERVO 10

MAKGE 10

CASTROL 45

The table clearly shows that Castrol enjoys the highest perceived value of top quality oil by
around 50% of shopkeepers. Only 10 % shopkeepers feel that Servo is top quality oil. So,
this perceived % of shopkeepers needs to be increase for increasing the market share of
Servo.

This high perceives value can be achieved by promoting Servo Geo in a right way. They
should give advertisement in newspapers & TV about the performance capabilities of Servo
as compared to other Engine oil. All other ways of doing promotion is mentioned in auto
drivers survey report.

 Servo should ensure to have a good relation with the shopkeepers. They should design the
distribution channel in such a way that the shopkeepers can get a good margin on the sale of
Servo Geo. Thus this will ensure that the shopkeepers will promote Servo & hence it will
help in increase in sale.

85 | P a g e
 4) SELECTION FROM THESE THREE OFFERS

The other recommendation is to influence the drivers by promoting the engine oil with Discount,
Gift items & extra oil. The survey is done regarding this method to know what shopkeepers think a
driver need during purchase of engine oil. The table of survey is as follows:-

SELECTION FROM THESE THREE OFFERS

60

20
15

DISCOUNT MORE QUANTITY IN SAME COMPLIMENTRY GIFTS ANYTHING

PRICE

Findings
Around 60% of shopkeepers believe that the drivers need discount while buying engine oil.

There are 20 % shopkeepers who believe that the drivers are looking for gift items with the
engine oil.

Only 5 % believe that the drivers need extra oil with a 1 lt or 3 lt package. Remaining 20 % said
that offers can be made in any of these two forms.

86 | P a g e
Recommendations

The above survey was done to influence the drivers buying decision power by promoting the engine
oil with Discount, Gift items & extra oil.

 These three offers can be used by shopkeepers to influence the customers to go for a
particular brand. So the company should come up with new ideas & schemes so that the
shopkeepers can use it to convince drivers to go for Servo Geo oil.

 The recommendations on these three offers are given in previous report on auto & taxi
driver survey. These recommendations will also help company to get a good promotion
from shopkeepers community. This promotion will also help in increasing the brand
awareness of Servo Geo.

 The other recommendations to change the perception or increase the perceive value of
Servo is given in taxi & auto drivers survey respectively.

87 | P a g e
 5) GIFT CHOICE
The last question of the questionnaire was to know the perception of shopkeepers about the
liking of any particular gift item by the auto & taxi drivers.

The findings & conclusion part of the survey are as follows:-

TOOTH PASTE SOAP BEAUTY CREAM FOR FAMILY HAIR OIL SHAVING CREAM

40
35

15
10

GIFT CHOICE

Findings

The above table states that around 40 % of shopkeepers believe that drivers would love to get
toothpaste as a complimentary gift item.

Another equal % of shopkeepers said that the drivers would like to get soap as a gift item.

The remaining 15 % of shopkeepers recommend the use of beauty cream for family as a gift item.
Near about 10 % believe in giving hair oil as a gift item.

Conclusion
 The above % preference of gift items clearly confirms the fact that the gift items selected by
shopkeepers are for family usage. So, we can clearly conclude the fact that the shopkeepers also
believe that drivers are influenced by gift items which is for the usage of whole family.

88 | P a g e
89 | P a g e
 Primary Research Work on Mechanics

The primary research work was done on the mechanics to understand the perceived value of
different brands & factors affecting the buying behavior & overall market of CNG engine oil.
“The sample used for this research work was about 30 shopkeepers. The primary motive to cover
Mechanic was due to fact that he is also stated as one of the influencing factor in the buying
decision of Engine Oil by drivers.

This sample was taken randomly from all the major areas of Delhi which include Subash Nagar, Raghubir
Nagar & Tilak Nagar .

A questionnaire was designed consisting of 4 questions (Given in Appendix 5) to understand the

overall Market variables mentioned above. The Survey on mechanics has taken a time span of 5 days .
The Overall findings, conclusion & recommendations are mentioned in the next page.

90 | P a g e
 CNG Mechanic Survey
1) TOP MOST PRODUCT FOR A MECHANIC (PERCIEVED
FACTOR)
The first question asked from the mechanics was the top most CNG Engine Oil in the market of
Delhi. The results & conclusions are as follows:-

% Percieved Share
VALVOLINE SERVO MAKGE CASTROL

20%

46%
7%

27%

Findings
The above Pie chart clearly shows that almost 50% of mechanics believe that “Castrol” is the
best CNG Engine Oil in market today.

“MAK GE & Valvoline” are perceived to be the top product by the same Percentage of
Mechanics.

Only7 % mechanics believes that “Servo Geo” is the best Oil In the market.

91 | P a g e
Conclusions
 The above chart clearly states that the Castrol is being perceived as the top quality product by a
majority of Mechanics.

 This result is also due to the fact that the cost of Castrol is too high in the given market.

 The other factor of the reasoning of best CNG oil is discussed in the next questionnaire.

92 | P a g e
 2) REASONS FOR THE PERCEPTION

The following chart explains the reasons of the given perception of a Mechanic for the best CNG oil
in the market. The results & conclusions are given below:-

Reasons for the Perception

Good Lubricating Oil Engine Runs Smoothly

27%

73%

Findings
The above Pie chart clearly states the fact that around 70 % mechanics consider a good quality oil
to be having a good lubrication property.

The remaining 30 % believes that good quality oil is judged by the running of Vehicles.

93 | P a g e
Conclusions & Recommendations

 The above Pie chart confirms the fact that people perceives Castrol as the Best CNG oil due
to its good lubricating property & also due to the better running of Vehicles after filling the
oil.

 The above chart shows that the perception of Mechanics is formed from these two factors
only. So if the Servo % is too less on the perceived chart it states that the brand is lagging in
forming good perception in these two parameters.

 So to change the perception of mechanic towards the Servo, the company should ask its
officers to talk to mechanics & know the reasons of lagging of Servo Geo from other brands.

 Servo should take classroom programs for mechanics & teach them the new ways of
delivering Good Service to its customers. This will help in improving the perceived value of
Servo in the minds of mechanics. This will ultimately help in raising the sale of Servo Geo
with the help of Mechanics.

94 | P a g e
 3) FACTORS INFLUENCING BUYING DECISION OF DRIVERS

The third question discuss about the recommendation factor of Mechanics which effect the sales of
the Engine Oil. The Results of the data analysis are as follows:-

% MARKET INFLUENCE

60

27

13

ALWAYS RECOMMEND DRIVERS NEVER RECOMMEND DRIVERS SOMETIMES RECOMMEND DRIVERS

Findings
The above bar chart clearly shows that the 60% of mechanics recommend the use of specific
engine oil to its customers.
There are around 27 % of the mechanics who always recommend the use of particular oil to its
customers.

Conclusions
 The above table clearly states the fact that almost 90 % of the mechanics recommend their
customers to go for the usage of a particular brand.

 These recommendations are on the basis of the lubricating property, the price margin of a
particular brand & the high perceived value of a particular brand.

95 | P a g e
Recommendations

 From the analysis in the chapter on auto & taxi drivers we derive out the fact that the
mechanics are also one of the major factors which influences the sale of given Engine Oil.
The companies whose sales are notching to be on top is due to somewhere linkage to
mechanics (See note on the knowledge given to Mechanics by Valvoline).

So, Servo also has to buid a good brand image in the minds of mechanics so that the
mechanics can further recommend the Servo brand to the drivers‟ .This image can be build
by coming in contact with the roadside mechanics. The company officials should seek their
advice & try to implement them.

 Also the company officials should correct the mechanics on the wrong perceptions about
Servo Geo quality. They should educate them on the quality standards used by Servo. They
should clear all their doughts about Servo. This will help in reviving the image of Servo as a
quality product & hence mechanics will recommend this quality product to the drivers.

96 | P a g e
 4) % Percepeption About Servo Brand

The last question discuss on the perception of Servo Geo in the minds of Mechanic. The
findings, conclusion & recommendations of this analysis is as follows:-

% Percepeption About Servo Brand

43

30

20

Good Quality Low Quality Costly No Idea

Findings
The majority 43 % of mechanic feels that the Servo is having a poor quality.

There are around 30% who believes that Servo is a good quality Engine Oil.

Around 20 % believe that Servo is costly Engine oil & remaining & 7% are having no idea about
Servo Geo.

97 | P a g e
Conclusion

 The above bar chart clearly states the fact that around 60% of mechanics are having a wrong
mindset about Servo Geo. Also another 7 % are having no clue about the presence of CNG
Engine oil by Servo.

Recommendations

 The majority of mechanics are having the same thoughts that Servo Geo oil is coming in
Duplication & is having a bad quality. So, here also we came across the problem of
duplication of engine oil. To minimize this duplication we should implement all the
recommendations as stated in the auto & taxi Drivers chapter.

 Also there should be a team to check the duplication of engine oil.

 There are around 10 % of people who doesnot have any idea about Servo Geo. The
company can increase its brand presence by installing the board of Servo Geo on the top of
the shops of Mechanics. This will help in promoting the brand of Servo by increasing its
brand awareness & also help in linking Servo with the Mechanic Community.

 The Servo can finance the shed cloth of the mechanic shop as a part of promotion of its
CNG engine oil. Also it can issue water coolers & other gift items to the mechanics for
promoting its engine oil.

All this recommendations will help Servo to win the confidence of the Mechanic community
& thus will help in increasing the market share of the Servo in CNG Engine Oil.

98 | P a g e
99 | P a g e
 Appendix1: CNG Auto Survey Questionnaire

Q.1) Is the auto

o Self owned
o Rented one

Q .2) what‟s the age of your auto?

Ans

Q .3) what engine oil you use for your auto?

Ans

Q .4) Does you buy engine oil on the recommendation of mechanic?

o Yes
o No
(If Yes then move on to the 6th question otherwise answer 5th question )

Q .5) which of the following factor lead you to buy this Brand
o Cheap Price
o Quality
o Word of Mouth

Q .6) which pack of Lube oil you generally buy?

o Open
o ½ Lt
o 1 Lt
o 3 Lt

Q .7) How Much you pay for a Given Lt of lube oil?

Ans

Q .8) what you want the company should give from the following offers?
o Discount
o Complementary Gift Items
o Anything from these two Offers

100 | P a g e
Q .9) If company gives gift items then what item you desire to have with you?
o Toothpaste
o Soap
o Hair oil
o Beauty cream For family
o Shaving Cream
o Anything

Q .10) Servo 1Lt pack comes in?

o Plastic packet
o Plastic bottle
o Both
o Don‟t know
(If given correct Ans then move on the next question otherwise jump to q.12)

Q.11) what is the packet color of Servo?

Ans

Q .12) Servo is a?
o Good quality oil
o Low quality oil
o Costly oil
o No idea

101 | P a g e
 Appendix 2: CNG Taxi Survey Questionnaire

Q .1) what engine oil you use for your auto?

Ans

Q .2) Does you buy engine oil on the recommendation of mechanic?

o Yes
o No
(If Yes then move on to the 3rd question otherwise answer 4th question)

Q .3) which of the following factor lead you to buy this Brand
o Cheap Price
o Quality
o Word of Mouth

Q .4) which pack of Lube oil you generally buy?

o Open
o 1 Lt
o 3 Lt
o 5 Lt

Q .5) How Much you pay for Given 3 Lt of lube oil?

Ans

Q .6) what you want the company should give from the following offers?
o Discount
o Complementary Gift Items
o More quantity in same price
o Anything from these two Offers

Q .7) If company gives gift items then what item you desire to have with you?
o Toothpaste
o Soap
o Hair oil
o Beauty cream For family
o Shaving Cream
o Anything

Q.8) what is the packet color of Servo?

Ans

Q .9) Servo is a?
o Good quality oil
o Low quality oil
o Costly oil
o No idea

102 | P a g e
 Appendix 3: Shopkeeper Survey Questionnaire

Q .1) which pack of Lube oil you generally sell for autos?
o Open
o 1/2 Lt
o 1 Lt
o 3 Lt

Q .2) which pack of Lube oil you generally sell for autos?
o Open
o Lt
o 3 Lt
o 5 Lt

Q .3) what you think the company should give from the following offers?
o Discount
o Complementary Gift Items
o More quantity in same price
o Anything from these two Offers

Q .4) if company gives gift items then what item should it give ?
o Toothpaste
o Soap
o Hair oil
o Beauty cream For family
o Shaving Cream
o Anything

Q .5) Do you recommend drivers to buy any particular brand?

o Yes
o No
o Sometimes

103 | P a g e
 Appendix 4: Economic Demographics

Q .1) How many family members are there in your family?

o 1-2
o 3-4
o 5-6
o 6 & above

Q .2) How much is your total family income?

Ans

Q.3) How much you have studied?

Ans

Q .4) Do you have loan or rent to pay every month?

o Yes
o No
(If no then go to Q.6 or else go to Q.5)

Q .5) How much loan/rent you pay per month?

Ans

Q .6) How much you spend on an average on your engine oil?

Ans

Q .7) Do you know the meaning of quality standard 20w50?

o Yes
o No
(If yes then enquire a bit about the meaning)

104 | P a g e
 Annexure 5: Mechanic Survey Questionnaire

Q .1) Which is the best CNG oil for Auto & Taxi?
Ans

Q .2) How you Figure out that this is the best oil?
Ans

Q .3) Do you Recommend Drivers to use any engine oil?

o Yes
o No
o Sometimes

Q .4) How is Servo is as CNG oil?

Ans

105 | P a g e
106 | P a g e
 Bibliography
1. Philip Kotler and Kevin Lane Keller 2008 Marketing Management. Delhi: Pearson
education.

2. Information on Delhi Transport

http://transport.delhigovt.nic.in/Registration/info11.html as accessed on June 2, 2009.

3. Information on CNG Vehicles, www.igl.co.in as accessed on May 29, 2009.

4. Engine oil & its Viscosity, http://auto.indiamart.com/auto-consumables/engine-oil-its-

viscosity.html as accessed on May 29, 2009.

5. Understanding lube oil & Its Job function,

http://gulfcoastfilters.com/understanding_lube_oil_and_its_j.htm as accessed on May 16,
2009.

6. Motor Oil Viscosity Grades,

http://www.upmpg.com/tech_articles/motoroil_viscosity/index.html as accessed on May
28, 2009.

7. Deteoration of Engine oil,

http://www.upmpg.com/lubricationnews/why_motoroil_deteriorates/index.html,http://www.fr
ost.com/prod/servlet/market-insight-top.pag?docid=4968520 as accessed on June 5, 2009.

8. About Servo brand, www.iocl.com as accessed on May 12, 2009.

9. About MAK GE brand, www.bpcl.com as accessed on May 12.2009.

10. About Castrol GTX & BP Vallenus brands, www.castrolindia.com as accessed on

May 12.2009.

11. About Valvoline brand, www.valvolineindia.com as accessed on May 12, 2009.

12. Pande Vinay, Valvoline proves fastest growing Indian lubricant Company,
file:///e:/Users/intel/Desktop/mislleaneous/valvoline-proves-fastest-growing-
indian.html , as accessed on June 10, 2009.

13. Malhotra K Naresh 2009 Marketing Research, Delhi: Pearson Education.

107 | P a g e