Adrenaline Hike_Event Doc

8/3/2019 Adrenaline Hike_Event Doc

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Indian Petroleum Industry: A Brief History

Earlier, Indian Petroleum Industry was entirely state sponsored and under the management control. Of

all the industries involved in it were entirely with the government until the inception of the

Liberalization-Privation-Globalization (L-P-G) policy in the month of July, 1991. The deregulation process

in the Indian petroleum industry got a boost in the year 1997 when it was decided that the process of

liberalization and deregulation would be accelerated in this industry and all the regulations would go

away from the month of April in the year 2002.

Current Scenario

The current petroleum market in India is that of a oligopolistic with few big players in the market.

Generally the petroleum products prices of all the companies move in tandem and do not differ

significantly. This happens to be the major factor that makes the consumer indifferent towards

products of different brands. To counter this and differentiate their products, almost all the companies

have now come out with high performance petrol/diesel which is normally priced higher than the

normal petrol/diesel. For instance,XtraPremium petrol andXtraMile diesel of IndianOil Corporation Ltd

competes against Power & Turbojet from Hindustan Petroleum Corporation Ltd. and Speed and Hi-

Speedfrom Bharat Petroleum Corporation Ltd.

Further, these Oil companies offer their individual brands of lubricants. The distribution of these is not

only through their retail outlets but also through various automobile and spare parts shops. By way of

offering differentiated products like these, these companies are in a position to charge different prices

for their products. It is therefore, that, marketing becomes utmost important for them to differentiate

and position their products in the minds of consumers.

About the Company:

IndianOil is Indias flagship national oil company and largest commercial enterprise with business

interests straddling the entire hydrocarbon value chain from refining, pipeline transportation and

marketing of petroleum products to exploration & production of crude oil & gas, marketing of natural

gas, and petrochemicals. It is the leading Indian corporate in the Fortune 'Global 500' listing, ranked at

the 98th

position in the year 2011.

IndianOil began operation in 1959 as Indian Oil Company Ltd. The Indian Oil Corporation was formed in

1964, with the merger of Indian Refineries Ltd. Today with over 34,000-strong workforce, IndianOil has

been helping to meet Indias energy demands for over half a century. With a corporate vision to be theEnergy of India, IndianOil closed the year 2010-11 with a sales turnover of Rs. 328,744 crore and profits

of Rs. 7,445crore.


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At IndianOil, the operations are strategically structured along business verticals - Refineries, Pipelines,

Marketing, R&D Centre and Business Development E&P, Petrochemicals and Natural Gas. To achievethe next level of growth, IndianOil is currently forging ahead on a well laid-out road map through

vertical integration upstream into oil exploration & production (E&P) and downstream into

petrochemicals and diversification into natural gas marketing and alternative energy, besides

globalization of its downstream operations. Having set up subsidiaries in Sri Lanka, Mauritius and the

United Arab Emirates (UAE), IndianOil is simultaneously scouting for new business opportunities in the

energy markets of Asia and Africa.

IndianOil and its subsidiaries account for a 47% share in the petroleum products market, 34% share in

refining capacity and 67% downstream sector pipelines capacity in India. IndianOil operates the largest

and the widest network of LPG Distributorships and fuel stations in the country, numbering about 5456

LPG Distributorships (catering to 62.5 million customers) and 19,463 (15,946 regular ROs & 3,517 Kissan

Sewa Kendra).

IndianOil controls 10 of Indias 20 refineries with a group refining capacity of 65.7MMTPA. Its cross -

country network of crude oil, product and gas pipelines, spanning 10,899 km with a capacity of 75.2

MMTPA, is the largest in the country. Validating the trust of millions of motorists, IndianOil has been

voted the Most Trusted Petrol Station brand in the country for the year 2010-11. IndianOil offers a wide

range of petroleum products under different brands ranging from Indane Gas, Servo Lubricants,

XtraPremium Petrol, XtraMile diesel etc.

Recent motor sports events in India:

The inaugural Indian Grand Prix recently held at Buddh International Circuit, Greater Noida has created

a tremendous buzz about motor sports and racing in the country. The response to the event was such

that the tickets worth 1.25 Cr were bought in the first 3 hours of sales. Most of the experts related to

automobile manufacturers and petroleum products are optimistic and predict that such activities will

further grow the automobile sector.

About the Event Adrenaline Hike :

The management of IndianOil feels optimistic about their brand Servo and finds it promising for their

sustained growth. They also wish to market extensively for Servo to be the largest selling lubricant

brand in the country. For this purpose, they identify their target audience to be of age group 20-35 and

want them to be the prime target of their marketing efforts. The marketers for IndianOil also identify

the current racing fever among the youth in metros and wish to leverage the same. IndianOil also has

an excellent distribution of networks through its point of sale (petrol pumps) which is the largest in

India. It wants to encash on this factor to achieve its goal for Servo.


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Round One Elimination Round

The participants are required to analyse, how IndianOil can help Servo become the leading lubricantbrand in the country. For doing so, what type of promotions can IndianOil do to capture and leverage

on the current racing fever in metros. Participants, keeping the feasibility in consideration, are

required to submit a power point presentation of not more than 10 slides giving the following:

An Out of Home Billboard design associating Servo with motorsports List down 5 mediums associated with motorsports which can be utilised by IndianOil to

advertise and promote Servo. (for example tickets, logos on racing cars etc)

Round Two

The Finale

Analyse the current lubricant market in India, the level of competition therein and use the information

to answer the following in a maximum of 15 slides:

Mention any two innovative ways by which IndianOil can utilise their largest network of point ofsale (Petrol Pumps) to differentiate Servo from its competitors.

Also list down other areas, products, events and brands etc which IndianOil can leverage andassociate with in order to promote and register their brand Servo in the minds of their target

segment.

Assumptions, if any, should be explicitly stated with reasons.The participants will be judged on the following parameters:

Innovation and creativity Feasibility of the recommended idea Authenticity of data Analytical rigor

Guidelines

Participants must prepare a Power Point Presentation of not more than 15 slides. Each teamwill be given 15 minutes for presentation followed by 5 min. of Q&A session.

The target segment for the above promotions is 20-35 yr age group.


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Rules for the event

The team can be represented by a minimum of 2 and maximum of 3 participants The Participants are required to submit a softcopy of their entry for the qualifying round before

11th

November 2011, 23:59 hrs to the MarkUp email id ([email protected]). The subject

line of the email should be Adrenaline hike __. For ex. If the team

ABC is participating then the subject should be Adrenaline hike _ABC_IMT.

The Presentation must be in Microsoft PowerPoint Presentation format only (ppt/pptx) andmust be limited to a maximum of 15 slides, not exceeding 4MB in size.

The cover page/slide should include details about:o The team nameo

The Participants name, phone numbers and email idso The Institute Name

Please adhere to the timelines aforementioned, otherwise the entries will not be considered Once the entry is submitted no changes are allowed either in the document sent or in the team

composition.

The organizers reserve the right to extended deadline and/or modify the event as consideredfit. In case any changes are deemed necessary the same will be communicated via the MWC

website: http://mwc.clubmarkup.com

The decision of the organizers will be final and binding on all contestants

Rules for MWC

1. Registration is compulsory to participate in the events of the Marketing World Cup2. Once registered the teams need not separately register for any of the individual events3. Team size can be minimum 3 members and maximum 8 members4. The names of the participating members (from a team) for an event must be sent along with

the entries for the contest. The number of participants for each event will vary and will be

mentioned along with the other details of the event in the event document.

5. Certificates would be awarded to the Winners and the Runners Up of every event6. Besides prizes, the top 5 teams from every event will be awarded points which will reflect on

the MWC scorecard. The scorecard will be available online, and teams can keep track of their

positions in the run up to the Cup

7. The team with maximum points accumulated on the scorecard will be awarded the covetedMarketing World Cup

All participants must carry their college id cards
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Conquerors Bounty: Prize worth Rs. 40000/-

Deadline for Round 1 submission: 11/11/11, 11.59 PM

For queries contact

Sambhav Jain: +91-88268-90605

Shivam Mehrotra: +91-88268-90799

For other details visit

MWC registration and other details:http://mwc.clubmarkup.com

Know more about Club MarkUp:http://www.clubmarkup.com

For any further queries e-mail us at: [email protected]

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Adrenaline Hike_Event Doc