Marketing Strategy for Mak

Topics: Petroleum, Lubricant, Motor oil Pages: 44 (11542 words) Published: November 18, 2012
Marketing Management II

Project Report On

Submitted By
Hardik Badgujar (11DM035) Bhavsheel Kohli (11DM037) Dhaval Gokani (11DM042) Durgashis Mahapatra (11DM045) Gaurav Mani Diwakar (11DM050) Gaurav Mittal (11DM051)

Under The Guidance of Dr. Kartik Dave Prof. Gagan Katiyar

It‟s our pleasure to take this opportunity to thank all those who helped me directly or indirectly in preparation of this project. We are very much thankful to Dr. Kartik Dave & Prof. Gagan Katiyar, for their real time help. Having healthy discussions & valuable inputs from them, helped us a lot in giving the present shape to this report. Their constant encouragement & co-operation have been a source of inspiration for us all the time.

-Group 1 Members

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Sr. No
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Executive Summary Introduction Lubricants SBU Current Scenario of BPCL Lubes Business Marketing BPCL in lubricant Business (4P‟s) STP Analysis PORTERS Five Force Analysis SWOT Analysis of MAK Lubricants Product Life Cycle Reasons for Study Customers Response Analysis Mechanic Response Analysis Suggestions & Recommendations SPSS Analysis Finding & Conclusion Bibliography


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4 5 6 7 8 11 20 22 23 24 25 27 35 43 45 48 49

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Executive Summary
Increasing globalization, new products and services and innovative marketing have resulted in a very marketsavvy consumer. The production-based success philosophy of marketers has now been replaced by a customeroriented philosophy. The Indian lubes market was regulated till 1993, with the market dominated by the 4 public sector undertakings including IOCL, BPCL, HPCL and IBP. It encouraged foreign majors to set shop in India. The number of players increased overnight to over 25 with entry of MNCs like Shell, Exxon, Mobil, Caltex, Elf, etc. Competition has become intense. This sector will witness severe competition, which may lead to a price war. With the entry of MNCs with deep pockets, better technology and brand power, the exit of marginal Indian players is imminent. After this will emerge a period of consolidation marked with mergers and acquisitions, which will change the face of the lubes industry. Our analysis provides BPCL Lubes SBU to make future strategies as per the projected data for the total market capacity. The data we have acquired & calculated would enable BPCL Lubes SBU to define its marketing, advertising, promotional offers to be provided & how to make the customer think better of MAK lubricant. This project is a step towards understanding the consumer and mechanic needs that can help MAK4T plus to establish itself as a leading player in the 4-stroke lubricant segment. In this we briefly talk about the industry and its key success, BPCL overview, MAK Base Oils and MAK4T plus. STP analysis for MAK4T plus was carried out and a brief analysis of the competitors was carried out. Then we move to the consumer and mechanic response analysis. These responses were collected with the help of a questionnaire and the analysis was carried out in MS-Excel and SPSS. Finally, recommendations and strategies were formed.

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Bharat Petroleum Corporation Limited (BPCL) is a Global fortune 500 company. On 24 January 1976, the Burmah Shell Group of Companies was taken over by the Government of India to form Bharat Refineries Limited. On 1 August 1977, it was renamed Bharat Petroleum Corporation Limited. It was also the first refinery to process newly found indigenous crude Bombay High, in the country. Today, BPCL with a sales turnover of over Rs. 77,000 crores ($27.873 Billion) is the second largest oil marketing company in the country with a market share of over 22% and 3 refineries under its fold. BPCL has Refineries at Mumbai and Kochi (Kochi Refineries) with a capacity of 12 Million Metric Tonnes (MMT) and 7.5 MMTPA respectively for refining crude oil. BPCL's subsidiary at Numaligarh (Assam) has a capacity of...

Bibliography: 1. Kotler Philip, 2006, Pearson Education 12th Edition, “Marketing Management” 2. Malhotra N. K., 2007, Prentice Hall India 5th Edition, “Marketing Research” 3. “The MAK Handbook”, BPCL 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19.
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