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Submitted to

BY

BUDDHADEV KARMAKAR

(13/MBA/06) UNIVERSITY ROLLS NO- 17100913004

ARYABHATTA INSTITUTE OF ENGINEERING &MANAGEMENT

(Affiliated to WBUT and approved by AICTE)

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It gives me immense pleasure, to express my unfeigned and sincere thanks and

gratitude to Mr. MANIK BISWAS SENIOR MANAGER (RS) for his

invaluable guidance during the course of the project.

I am thankful to MR SUVHAM MITRA SALES MANAGER DGP and for his

inputs and constant encouragement during my internship at IOC.

Finally, I thank department of management studies ARYABHATTA INSTITUTE

OF ENGINEERING & MANAGEMENT DURGAPUR for giving me this

wonderful opportunity to pursue my internship at IOC.

The stint at IOC was very useful in terms of gaining valuable hands on sales

experience and understanding consumer behavior.

I am also very thankful to all my respondents who took time out of their busy

schedules and helped me in caring out this project.

(Buddhadev Karmakar)

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I hereby declare that this project titled a study on MARKETING AND

PROMOTION ON XTRA POWER FLEET CARD LOYALTY PROGRAM is

submitted for the practical fulfillment of the course MBA under WBUT.

This is an original piece of work done by me under the guidance of Mr. MANIK

BISWAS (SENIOR MANAGER RS DURGAPUR MARKETING DIVISION INDIAN OIL

CORPORATION LIMITED) and has not been submitted for the award of any other

degree elsewhere in full of part.

Date BUDDHADEV KARMAKAR

ROLL NO- 17100913004

REG NO- 131710710004

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TOPIC PAGE NUMBER

PROJECT SYNOPSIS

5

OBJECTIVES OF THE PROJECT 6

RESEARCH METHEDOLOGY 7

IOCL-AN INTRODUCTION 8-24

SWOT ANALYSIS OF IOCL 25-26

LOYALTY PROGRAM- AN INTRODUCTION 27-28

LOYALTY PROGRAM AT INDIAN OIL 29-32

COMPARISON OF LOYALTY CARD BENEFITSWITH OTHER OMC

33-34

LISTS OF CUSTOMERS AND THEIR FEEDBACK 35

QUESTIONNAIRE FOR RETAILER AND DATAFROM RETAILERS

38-43

QUESTIONNAIRE FOR CUSTOMER AND DATAFROM CUSTOMERS

44-49

FINDINGS OF PROJECT 50

CONCLUSION 51

RECOMANDATIONS 52

BIBLIOGRAPHY 53

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Project title: - marketing and promotion of XTRA POWER FLEET

CARD loyalty program

Introduction to the project:

In the present world where there is intense competition, it becomes very

necessary to retain loyal customers. The commercial benefits of loyal customer

are well known by the brand managers the cost of acquiring a new customer is

always more than retaining an old customer. Loyal customer are also important

because they provide the consistency of volume critical for stocking and managing

just in time inventory to maintain the consistency of customer demand during

crisis which is required to run any retail business. There are also customers.

Which are strong advocates of brand and are always willing to forgive an

occasional lapse all of these are compelling reasons that retailers are on a quest

for customer loyalty and are increasingly looking at implementing loyalty

programs or loyalty cards of some from? With increasing oil price and

competition increasing at a rapid pace, many oil- marketing companies are finding

it difficult to operate profitable in India. Indian oil corporation ltd, is no exception

to this reality, thus to reaction its existing customer, many new imitative have

been adopted by the organization. One such big idea is extra power loyalty

program.

In this project we have been assigned IOC retail outlets, which are participating in

the extra power loyalty program, our task is to promote and sell the extra power

fleet card to the customer and at the same time obtain the customer opinions

and suggestion about loyalty program. Trapping local alliances is another aspect

of this project. At the same time, we have to check whether the retails outlets are

carrying out implementation of the loyalty program in the right way.

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The major objectives of the project are:-

To study the IOCL loyalty program in Durgapur, asansol and nearby regions.

To study the loyalty between the local customers and the company.

To study the benefits provided by IOCL to the local customers.

To study how IOCL tap local alliance partners for xtra Power Fleet Card.

To obtain customer opinions and suggestions at IOC retail outlets and give

recommendations to IOC to improve the implementation of Xtra POWER

loyalty program.

To study the comparative analysis between the loyalty card benefits of other

marketing company.

To become known to real market.

TO gain real experience of market that how corporate persons work. How we have

to behave, how to present yourself, how to make deals with clients etc.

To check our theoretical knowledge with comparison to the practical market

demands.

It gives us an opportunity to apply our thinking, idea, knowledge in real market.

To enhance our skill and gain experience to be a true professional.

To check our interpersonal skills.

To learn necessary managerial skills and positive attitude towards your work.

To get a flavor of Teamwork, Organizational culture, Team dynamics, result

orientation, organizational pressure, complexities in achieving desire result.

To understand the day to day functioning of an department within the organization.

And at last but not the least fir sharpen our career goals for a bright career.

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Sources of Data for Marketing Strategies:

Data that I have received for making the project is a combination of both primary and

secondary data.

PRIMARY DATA:

The data collected through questionnaire based survey from the retailers and customers

of Durgapur. Asansol and nearby region. The name of the retail outlets of Indian

oil from where these data are collected are.

Gandhimore coco (city center Durgapur)

Budbud kawaja baba filling centre.

Bidhannagar coco

Jublie outlet (Asansol)

Deb filling station (surulia)

Sitaram auto (asansol)

Jaiswal filling center (Raniganj)

Secondary data:

Companys annual reports

Companys journal and magazines

Companys website

Companys leaflets

Companys pamphlets

Products and sales report

Sampling plan:-

The sample size for retailer is 7 and that of customers is 200 of Durgapur asansol and nearby

region. The respondents are chosen through cluster sampling universe elements are chosen in

group rather than individually. Whereas convenience sampling is based on opportunism.

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Vision:

A major, diversified, trans-national, integrated energy company, with national leadership and a strong environment conscience, playing a national role in oil security & public distribution

Global Compact Principles addressed in our MISSION statement:

To foster a culture of participation and innovation for employee growth and contribution.

To cultivate high standards of business ethics and Total Quality Management for a strong

corporate identity and brand equity.

To help enrich quality of life of the community and preserve ecological balance and

heritage through a strong environment conscience.

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Mission:

To achieve international standards of excellence in all aspects of energy and

diversified business with focus on customer delight through value of

products and services, and cost reduction.

To maximize creation of wealth, value and satisfaction for the stakeholders.

To attain leadership in developing, adopting and assimilating state-of- the-

art technology for competitive advantage.

To provide technology and services through sustained Research and

Development.

To foster a culture of participation and innovation for employee growth and

contribution.

To cultivate high standards of business ethics and Total Quality

Management for a strong corporate identity and brand equity.

To help enrich the quality of life of the community and preserve ecological

balance and heritage through a strong environment conscience.

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Indian Oil Corporation (IOC), established in 1959, is engaged in exploration and production and marketing of oil. It is Indias largest company sales wise with a turnover of Rs 2,47,479 crore ($ 59.22 billion).IOC has sub diaries namely Indian oil Technologies, Chennai Petroleum Corporation, Bongaigaon Refinery & Petrochemicals, Indian Oil (Mauritius) and Lanka IOC.

Out 19 refineries, IOC owns and operates 10 with a combined capacity of capacity of 60.2 million metric tones per annum (MMTPA), i.e. 1.2 million barrels per day. It has 166 bulk storage terminals and depots, 101 aviation fuel station and 89 Indane bottling plants.

The refining major has a countrywide network of petrol and disel stations with 17,600 retail outlets. Its Indane cooking gas network has apresence in 50 million households through its distribution network of 5,000 distributorsIt provides spectrum of petroleum products through its retail outlets like Xtra Care (Urban), Swagat (Highway) and Kisan Seva Kendras (Rural).

IOC provides auto gas, aviation turbine fuel, bitumen-a binder used for road construction, high speed diesel, bulk industrial fuels like furnance oil, Indane gas, Servo Lubricants and greases and special products like benzene and surplur.

It has created brands like Indane LPG, Servo Lubricants, Auto gas LPG, Xtra Premium Branded Petrol, Xtra Mile Branded Diesel, and Xtra Power Fleet Card.

IOC and GAIL have signed a memorandum of understanding for cooperation in setting up a Rs 10,000 crore petroleum plant at Barauni in Bihar.Indian Oil launched its lubricant brand Servo in Oman. Servo has 500 different grades and 1200 varied formulations.IOC is the highest ranked Indian company In Fortune Global 500 list. It is 18th largest petroleum company in the world. It is Indias most trusted fuel pump brand as per the survey conducted by ET brand equity and AC Nielsen. It has received National Award for Innovation in Implementing Business Continuity for SAPR/3 Environment from the Government of India.

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Overall market share:-

MARKET SHARE IN PIPE LINE:-

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

IOCL BPCL HPCL RIL OTHERS

42%

21%19%

6%

12%

0

5

10

15

20

25

30

35

40

45

50

IOCL ONGC HPCL BPCL

47

30

18

10

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Refining Share:-

CUSTOMER PREFERANCE: -

0%

5%

10%

15%

20%

25%

30%

35%

IOCL HPCL BPCL RIL ONGC ESSAR

31%

11%

14%

28%

7%9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

IOCL HPCL BPCL OTHERS

45%

20%

27%

3%

CUSTOMER PREFERENCE

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Indian Oil is not only the largest commercial enterprise in the country it is the flagship corporate of the Indian Nation. Besides having a dominant market share, Indian Oil is widely recognized as Indias dominant energy brand and customers perceive Indian Oil as a reliable symbol for high quality products and services. Benchmarking Quality, Quantity and Service to world-class standards is a Philosophy that Indian Oil adheres to so as to ensure that customers get a truly global experience in India. Our continued emphasis is on providing fuel management solutions to customers who can then benefit from our expertise in efficient sourcing and least cost supplies keeping in mind their usage patterns and inventory management. The Retail Brand template of IOC consists of Xtra Care (Urban),Swagat (Highway) and Kissan Seva Kendras (Rural). These brands are widely recognized aspioneering brands in the petroleum retail segment. Indian Oils leadership extends to its energy brands - Indane LPG, SERVO Lubricants, Auto gas LPG, Xtra Premium Branded Petrol, XtraMile Branded Diesel, Xtra Power Fleet Card, Indian Oil Aviation and Xtra Rewards cash customer loyalty program me.

1) INDANE GAS:-

Indane is today one of the largest packed-LPG brands in the world and has been

conferred the coveted consumer super brand; status by the super brands council

of India.

Having launched LPG marketing in the mid-60s Indian oil has been credited with

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bringing about a kitchen revolution spreading warmth and cheer in millions of

households with the introduction of the clean and efficient cooking fuel. It has led

to a substantial improvement in the health of women, especially in rural areas by

replacing smoky and unhealthy chulha, indane is today an ideal fuel for modern

kitchens.

With the status of an exclusive business vertical within the corporation the indane

network delivers 1.2 million cylinders a day of the doorsteps of the over 53 million

households, making Indian oil the second largest markets of LPG globally, after

SHV gas of the Netherlands, indane is available in compact 5kg cylinders for rural,

hilly and inaccessible areas, 14.2kg cylinders for domestic use, and 19 kg

and47.5kg for commercial and industrial use.

2) AUTO GAS:

Auto Gas (LPG) is a clean, high octane, abundant and eco-friendly fuel. It is

obtained from natural gas through fractionation and from crude oil through

refining. It is a mixture of petroleum gases like propane and butane. The higher

energy content in this fuel results in a 10% reduction of CO2 emission as

compared to MS.

Auto Gas is a gas at atmospheric pressure and normal temperatures, but it can be

liquefied when moderate pressure is applied or when the temperature is

sufficiently reduced. This property makes the fuel an ideal energy source for a

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wide range of applications, as it can be easily condensed, packaged, stored and

utilized. When the pressure is released, the liquid makes up about 250 times its

volume as gas, so large amounts of energy can be stored and transported

compactly. The use of LPG as an automotive fuel has become legal in India with

effect from April 24, 2000, albeit within the prescribed safety terms and

conditions. Hitherto, the thousands of LPG vehicles running in various cities have

been doing so illegally by using domestic LPG cylinders, a very unsafe practice.

Using domestic LPG cylinders in automobiles is still illegal. The fuel is marketed by

Indian Oil under the brand name Auto Gas

"Indian Oil has setup 350 Auto LPG Dispensing Stations (ALDS) covering 192 cities

across India

3) Natural gas:

Drawing on its vast experience and carefully nurtured skill sets, Indian Oil has

made successful forays in diverse areas such as Natural Gas, Petrochemicals,

Exploration & Production, Renewable Energy, etc.

Over the years, Natural Gas has emerged as the 'fuel of choice' across the world.

It is steadily replacing traditional fossil fuels due to its environment friendly

characteristics which help in meeting the stipulated automobile emission norms.

Natural Gas has significant cost advantages over fuels such as Naphtha and

commercial LPG. Demand for Natural Gas in India is primarily driven by the

fertilizer and power sectors, which account for almost two-third of the countrys

gas consumption.

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4) Petrol/gasoline:

Automotive gasoline and gasoline-oxygenate blends are used in internal combustion spark-ignition engines. These spark ignition engine fuels are primarily used for passenger cars. They are also used in off-highway utility vans, farm machinery and in other spark ignition engines employed in a variety of service applications

Gasoline is a complex mixture of relatively volatile hydrocarbons that vary widely in chemical & physical properties and are derived from fractional distillation of crude petroleum with a further treatment mainly in terms of improvement of its octane rating. The hundreds of individual hydrocarbons in gasoline range from c4 to c11.

5) DIESEL/GAS OIL:

Diesel is used in diesel engines, a type of internal combustion engine. Rudolf

Diesel originally designed the diesel engine to use coal dust as a fuel, but oil

proved more effective. Diesel engines are used in cars, motorcycles, boats and

locomotives. Automotive diesel fuel serves to power trains, buses, trucks, and

automobiles, to run construction, petroleum drilling and other off-road

equipment and to be the prime mover in a wide range of power generation &

pumping applications. The diesel engine is high compression, self-ignition engine.

Fuel is ignited by the heat of high compression and no spark plug is used.

6) ATF/JET FUEL:

Indian Oil Aviation Service is a leading aviation fuel solution provider in India and

the most-preferred supplier of jet fuel to major international and domestic

airlines. Between one sunrise and the next, Indian Oil Aviation Service refuels

over 1500 flights from the bustling metros to the remote airports linking the

vast Indian landscape, from the icy heights of Led (the highest airport in the world

at 10,682 ft) to the distant islands of Andaman & Nicobar. Jet fuel is a colorless,

combustible, straight-run petroleum distillate liquid. Its principal uses are as jet

engine fuel. The most common jet fuel worldwide is a kerosene-based fuel

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classified as JET A-1.The governing specifications in India are IS 1571: 2001 (7th

Rev).

Indian Oil is India's first ISO-9002 certified oil company conforming to stringent

global quality requirements of aviation fuel storage & handling. Indian Oil Aviation

also caters to the fuel requirements of the Indian Defense Services, besides

refueling VVIP flights at all the airports and remote heli-pads/heli-bases across the

Indian subcontinent.

7) SERVO lubricants & greases

SERVO brand, from Indian Oil, is the brand leader among

lubricants and greases in India and has been conferred

the Consumer Super brand status by the Super brands

Council of India. Recognized for its brand leadership by the World Brand Congress

and as a Master Brand by CMO, Asia, SERVO has now carved a significant niche in

over20 countries across the globe.

With over 1000 commercial grades and over 1,500 formulations encompassing

literally every conceivable application, SERVO serves as a one-stop shop for

complete lubrication solutions in the automotive, industrial and marine segments.

Recognized for cutting-edge technology and high-quality products, SERVO is

backed by Indian Oils world-class R&D and an extensive blending and distribution

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network. SERVOXPRESS vehicle servicing centers are one-stop shops for quick,

easy and convenient auto care, offering a refreshing experience to motorists.

Opened in convenient locations like malls, petrol pumps or as stand-alone units,

SERVOXPRESS stations have facilities for engine oil change, tire & battery check-

ups, air-conditioner service, vacuum cleaning, perfuming, upholstery cleaning,

polishing, lamination installation, etc., besides replacement of minor parts for two

and four-wheeler vehicles.

8) MARINE FUEL AND LUBRICANTS:

Indian Oil caters to all types of bunker fuels and lubricants required by various

types of vessels operating throughout the world in the shipping industry. Bunker

supplies are made at all major ports of India; Mumbai, Kandla, Vasco, Chennai,

Tuticorin, Kakinada, Visakhapatnam, Kochi, New Mangalore, Kolkata, Paradip,

JNPT, Port Blair and Haldia. Apart from meeting 100% bunker requirement of the

Indian Navy, it also supplies bunker fuels to all major shipping and dredging

companies of India. Spot requirement of different vessels calling at Indian ports

are met through nominations received from local shipping agents and

international bunker traders/brokers.

9) KEROSENE:

Kerosenes are distillate fractions of crude oil in the boiling range of 150-250C.

They are treated mainly for reducing aromatic content to increase their smoke

point (height of a smokeless flame) and hydro fining to reduce sulphur content

and to improve odour, color & burning qualities (char value).

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10) BULK INDUSTRIAL FUEL:

In the large volume consumer segment, Indian Oils provides complete Fuel

Management Solutions to customers who require fuels in bulk and have

dedicated facilities for storage and handling. These customers benefit from Indian

Oils efficient sourcing and supplies matched to their usage patterns and

inventory. The optimization on and optimization of supplies is especially relevant

in the light of high-energy input costs in the recent past, which is expected to

continue in the future too.

11) BITUMEN:

Bitumen is a common binder used in road construction. It is principally obtained

as a residual product in petroleum refineries after higher fractions like gas, petrol,

kerosene and diesel, etc., are removed. Indian Standard Institution defines

Bitumen as a black or dark brown non-crystalline soil or viscous material having

adhesive properties derived from petroleum crude either by natural or by refinery

processes.

General uses of Bitumen:

Constructions of roads, runways and platforms. Water proofing to prevent water seepage. Mastic floorings for factories and god own. Canal lining to prevent erosion. Dump-proof courses for masonry. Tank foundation. Joint filling material for mason

Industries:

Electrical cables and junction boxes. In battery manufacture as sealing compound. Paint industries for manufacturing black paints and anti corrosive paints. Ceramics. Printing inks.

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12) PETROCHEMICALS:

Petrochemicals have been identified as a prime driver of future growth by Indian

Oil. The Corporation is envisaging an investment of Rs 30,000 crore in the

petrochemicals business in the next few years. These projects will utilize product

streams from the existing refineries of Indian Oil, thereby achieving better

exploitation of the hydrocarbon value chain.

13) SPECIAL PRODUCTS:

Other than the regular petroleum products like light distillates, middle distillates,

heavier products like Furnace Oil, Bitumen, etc., Indian Oil refineries also

manufacture petroleum products for specific applications. These specific

applications could be feed stock for chemical industry, raw material for specific

industries and solid fuels. The petroleum products, produced for specific

applications are called, 'Petrochemicals and Specialties (P&S) Products'.

Refinery P&S Products

Barauni Carbon Black Feedstock (CBFS), Raw Petroleum Coke (RPC), Sulphur

Digboi Paraffin Wax

Guwahati Raw Petroleum Coke (RPC)

Haldia CBFS, Jute Batching Oil (JBO), Micro Crystalline Wax (MCW), Mineral Turpentine

Oil (MTO), Sulphur

Koyali LABFS, Mineral Turpentine Oil (MTO), Sulphur, Toluene

Mathura Propylene, Sulphur

Panipat Benzene, Mineral Turpentine Oil (MTO), Petcoke, Sulphur

14) CRUDE OIL:

Crude oil - as petroleum directly out of the ground is called - is a remarkably

varied substance, both in its use and composition. Crude oil is formed from the

preserved remains of prehistoric zooplankton and algae, which have been settled

to the sea (or lake) bottom in large quantities under anoxic conditions. It was

formed over millions of years from the remains of tiny aquatic plants and animals

that lived in ancient seas due to compression and heating of ancient organic

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materials over geological time. The oldest oil-bearing rocks date back to more

than 600 million years, the youngest being as old as about 1 million years. Crude

oil from an area in which the crude oil's molecular characteristics have been

determined and the oil has been classified are used as pricing references

throughout the world. These references are known as Crude oil benchmarks.

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Indian Oil has wide-ranging expertise in setting up and operating Greenfield

refineries and Brownfield expansions. It has pioneered pipeline transportation

know how in India, and has over four decades of experience in putting up

marketing infrastructure across the sub-continent, to reach petroleum products

to millions of people every day. Backed by cutting edge R&D that offers

innovative products, technologies and services covering the entire gamut of

downstream operations. Indian Oil has been lending its expertise for nearly two

decades to various countries in several areas of refining, marketing,

transportation, training and R&D. These include Sri Lanka, Kuwait, Bahrain, Iraq,

Abu Dhabi, Tanzania, Ethiopia, Algeria, Nigeria, Nepal, Bhutan, Maldives, Malaysia

and Zambia. Indian Oils capabilities in the downstream sector of operations in

the oil sector include; Technical and Consultancy Services, Operation &

Maintenance, Techno-Economic feasibility/special studies, Turnaround

Maintenance planning, monitoring & execution, Inspection, Quality Control:

benchmarking, Shipping and Commercial, Logistics, Research & Development,

Safety and Industrial hygiene, Quality Auditing/ Management, Materials

Management, Training.

Refining

Pipelines

marketing

Technology licensing

Training

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Refining pipelines

Marketing technology licensing

Training

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Indian Oil's Retail Brand template of Xtra Care (Urban), Swagat (Highway) and

Kisan Seva Kendras(Rural) are widely recognized as pioneering brands in the

petroleum retail segment. Indian Oil's leadership extends to its energy brands -

Indane LPG, SERVO Lubricants, Autogas LPG, XtraPremium Branded Petrol, Xtra

Mile Branded Diesel, Xtra Power Fleet Card, Indian Oil Aviation and Xtra Rewards

cash customer loyalty programme.

Strengths:-

IOC controls 10 refineries, by virtue of which it has total share of around

47% of India overall refining capacity.

Has around 50% petroleum products

Huge distribution network through retailing

Accounts for a 47% share in the petroleum products market, 34.8% share in

refining capacity and 67% downstream sector pipelines capacity in India.

Has over 35,000 employees

Loyalty programs like XTRAPOWER Fleet Card Program is aimed at Large

Fleet Operators.

Weakness:-

The company is the market leader in the industry, but still it had many

weaknesses the list is given below.

Legal issues

Employee management

Bureaucracy

Volatility in the crude market & subsidy burden

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Opportunity:-

The IOCL has much opportunity in the present market condition. This is because the

petroleum products have become a need for everyone and still contains a lot of scope for

customization. The various opportunities are listed below.

Increasing fuel/oil prices

Increasing natural gas market

More oil well discoveries

Expand export market

Threats:-

Since the company is the market leader in the field, so have maximum threats from the other

players and many other issues. The lists of threats are given below.

The foreign players with more advanced technology are the biggest threat for the

company.

The crude oil supply is also a big issue in front of the company, because the

company cannot fix its price and so, some time had operated in loss also It is

the biggest problem because the maximum part of their crude is been

imported.

In future the market will welcome more private players, which will eat up its market

share.

If the Govt. Policies allow the private players to set their own price, the private player

can seriously harm the market share of IOC.

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LOYALTY PROGRAMS- AN INTRODUCTION

Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior- behavior which is potentially of benefit to the firm. Earning customer loyalty goes beyond gaining customer satisfaction. Loyal Customers evangelize the brand by sharing their satisfactory experience with their friends and colleagues. A great product or service is the starting point for customer loyalty. Great marketers architect loyalty programs from day one. Loyalty programs are initiated by businesses with two main goals. The primary goal for most loyalty programs is the acquisition of information relating to their customers' spending habits, while the secondary goal is to actively cultivate loyalty amongst customers to ensure they continue patronizing the business. While some companies do reverse these priorities, the above hierarchy holds true for most. Loyalty programs may offer benefits in a number of different ways. Many loyalty programs offer sustained discount (such as 10%) for a period of time - perhaps a year, perhaps for the life of the business. Others offer a discount once certain criteria have been met. for example, a 20%discount on a single purchase once a customer has spent Rs 2000 at the business. Still others offer points which may then be redeemed for products which may or may not be directly related to the business. Loyalty cards are the most common form of loyalty programs found throughout the world today. Some of the first loyalty programs were instituted by airlines in the 1970s in the form of frequent flyer miles. In these loyalty programs, one accrues points by flying on the airline and then cashes in' the points in exchange for tickets, upgrades, or even third-party benefits. In the past decade, many nonairline businesses have combined their own loyalty programs with those of the airlines, offering frequent flyer miles in exchange for everything from telephone usage to purchasing gasoline. Loyalty programs have gained in popularity immensely in the past fifteen years, in no small

part due to the development of a culture of entitlement, in which consumers feel that they

deserve special treatment. Businesses have capitalized on this when designing their loyalty

programs, often offering benefits that cost little, but carry with them an assumed prestige,

such as access to faster-moving lines or special parking spaces

Ultimately, the success of loyalty programs depends on how well the business uses the data it

gathers to further refine its policies and loyalty programs. Many businesses find little profit in

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the use of loyalty programs, while others, such as eBay, attribute much of their

financial success to a well-executed use of such programs.

An Integral part:-

The immense competition is making the loyalty programs an integral program of business of day to day functioning of petro-retailing. Right now many such loyalty programs are run by the petro-retailers like XTRAPOWER (IOCL), EXTRAREWARDS (IOCL), SMART FLEET (BPCL),PETRO CARD (BPCL), and DRIVE TRACK (HPCL). However, these programs are mainly focused at the bulk consumers. But the small consumers are being also provided these types of facilities.

CUSTOMER RELATIONSHIP MANAGEMENT AND LOYALTY PROGRAM

Customer relationship management (CRM) can be widely defined as: Company activates related to developing and retaining customers. It is a blend of internal business process: sales ,marketing and customer support with technology and data capturing techniques, customer relationship management is all about building long term business relationship with customer loyal customer more profitable ,any company will like its mindshare status to improve from being a support to being an advocate, company has to invest in term of its product and service offering to its customers, it has to innovate and meet the very needs of its clients/customers so that they remain as advocates on loyalty curve.

With growing competition in the petro-retailing sector, todays consumer is becoming more and more demanding. The emergence of new psychographic segments in petro retail market bears the testimony to this fact. A closer look at these segments tells us what exactly a consumer is looking for whenever he goes to a fuel station to purchase fuel. He looks for-Quality & Quantity assurance Quick filling and efficient forecourt service Rewarding loyalty Premium fuels Cashless transactions Non - fuel services. The immense competition will make loyalty programs an integral program of the day-to-day functioning of petro-retailing. Of course, right now many such loyalty programs are being run by the petro-retailers like:

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Xtra power (IOCL) xtra reward (IOCL)

Smart Fleet (BPCL) petro card (BPCL)

drive track (HPCL)

However, these programs are mainly focused at the bulk consumers and the small consumers are left unnoticed more or less. But in future, there wont be such differentiation and loyalty programs will be there for every segment of consumers.

Loyalty program at INDIAN OIL

XTRAREWARDS LOYALTY PROGRAM:-

Indian Oil XTRAREWARDS is India's first online rewards programme that seeks to

inculcate the habit of redeeming points. It is currently active in Mumbai, Delhi,

Chennai, Ahmedabad, Bengaluru, Bhubaneshwar, Coimbatore, Mysore, Pune and

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Secunderabad, with plans to reach other cities soon. The loyalty programme

rewards customers paying by cash, credit and debit cards. Each transaction is

confirmed online through a charge slip and customers can earn points on

fuel/lube purchases at participating Indian Oil retail outlets. Additional points can

also be earned outside the Indian Oil network, covering prominent FMCG, Food,

Automobile, Travel, Entertainment, Apparel and Hospitality sectors. Apart from

redeeming the accumulated points instantly on fuel / SERVO lubricants at

participating retail outlets, card-holders can also redeem the points to get exciting

gift items from a catalogue. The redemption on gifts can be registered either from

the participating retail outlets or from the comfortable confines of one's home

through the 24x7 IVRS Help Line (1800 22 4111). The programme continuously

provides the cardholder with privileges, benefits and offers from a large number

of alliance partners, including restaurants, pizza companies, automobile service

stations, jewellers, and online shopping companies.

Xtra-power fleet card program:-

Indian Oil's XTRAPOWER Fleet Card Program is a complete Fleet Management Solution for the Logistics Industry. With more than 23 lakh vehicles covered so far by the fleet card program, XTRAPOWER is the ideal choice for large logistics service providers, small fleet operators and corporate customers who need

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complete control over their fleet. XTRAPOWER is a smart chip based fleet card program, where you get a smart chip fleet card for each of your vehicle. This smart chip based fleet card comes as Pre Paid or Credit depending on your choice. Purchase fuel through cashless transaction from the largest fuel retail network in India. Exercise complete control of your fleet through XTRAPOWER Fleet Card.

Xtra-power fleet card advantage:

Largest Network of Retail Outlets pan India (Including very remote and

rural locations)

Cashless transactions

Instant MIS

Easy Online Fleet Management

Easy Cash Flow Management CCMS Recharge

RTGS / NEFT / Online funds transfer or Pay at Pump

SMS Alerts for transactions

Manage fleet account by SMS

24 X 7 Toll free Helpline

24 X 7 XTRAPOWER Service Centers to assist your crew

Generic Card Option

No need to wait Ready to use - OTC Cards available for instant fleet

management.

Fleet card other features

Easy Fleet Management:-

Limits available in XTRAPOWER Fleet Program like Transaction, Daily and Monthly and One Time limits on Fleet Cards help you gain total control over the fuel spend of

your fleet thereby ensuring total peace of mind.

You can also exercise more control on Products that can be purchased through your fleet card or Retail Outlets where your fleet should purchase.

Should you lose your fleet card, you can instantly block the card for further transactions giving you total security

Rewards - Free Fuel & Gifts:-

Every time you buy fuel / lubes through fleet card from select retail outlets of Indian Oil, you

earn incentives in the form of XTRA points. You can accumulate these reward points and

redeem for free fuel instantly at our retail outlets or for other gift items. Only the customer can

redeem the rewards through a special Control Card Number and PIN.

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Tracking:-

You can keep track of your fleet by logging on to our website www.iocxtrapower.com. As

XTRAPOWER member you can view the tracking report for your vehicles as well as

transactions made on each of your fleet cards for any period.

Easy Cash Flow Management:-

XTRAPOWER offers you an excellent tool for enhancing your cash flow utilization.

Through CCMS recharge, cash deposited at our retail outlet by your representative in any location will be available for use for any of your vehicles instantly. For example, your

driver can deposit the cash collected at Delhi in nearest Indian Oil Retail Outlet with

Fleet Card facility, you can utilize the same funds instantly for any of your vehicle

anywhere.

Insurance Benefits:-

XTRAPOWER Fleet Program offers Insurance benefits like -

Road Personal Accident Insurance of Rs. 50,000 per card to fleet owner up to a maximum of Rs. 20,00,000/-; For Drivers - Rs 1,00,000; Helper - Rs. 50,000/-

Road Accident related Medical Insurance during the period of Insurance coverage* (a) Owner: Rs.10000/- per card subject to maximum of Rs.1, 00,000/-, (b) Driver: Rs.10000/-, (c) Co-Driver: Rs.10000/- and (d) Helper-cum-cleaner: Rs.10000/-. This benefit is available only for hospital expenses incurred for injuries arising from road accidents only. (*Terms and conditions apply.)

DRIVER CARDS: DRIVERS are insured against enrolled Driver cards. Drivers must have a Valid Driving License and should be driving at least an LMV involved in a road accident to be eligible for the claim.

So far, about Rs. 2, 00, 00,000 of benefits have been settled rendering financial and social security to the kin of truck crew. This kind of claim settlement is unique and unmatched

in the industry.

Care for your Truck Crew:-

The Program's Driver specific initiatives like Doctor at Door step offers free health

checkup to driving members during special occasions when they come for refueling their

vehicles .

With tie up from reputed hospitals, the program offers free health checkups at our retail

outlets for your driving members.

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During such health checkup programs, General Health Check Ups like free identification

of blood group, blood pressure, blood sugar levels, General counseling by expert doctors

with provision of free medicines are administered.

Eye Check Ups are also conducted in association with reputed Eye Hospitals and provide

free spectacles and also free cataract operations wherever required.

In the last two financial years alone, more than 70,000 truck crew members have been benefited through 705 such Health Check up Camps that have been conducted across

India; Another 40,000 driving members are expected to reap the benefit during the

current financial year.

COMPARISON BETWEEN LOYALTY CARD BENEFITS WITH OTHER OMC

Loyalty card

Benefits

IOCL

BPCL

HPCL

HIGHEST

VALUEREWARD POINT

ONDISEL AND PETRO

4-6% 5% 4%

CASH LOADING MANUAL AND BY CENTAL

CASH MANAGEMENT

(FREE)

MANUAL AND

BY CENTAL CASH

MANAGEMENT (FREE

MANUAL AND

BY CENTAL CASH

MANAGEMENT (FREE

ONLINE PIN UNLOCKING YES (FREE OF COST) YES (FREE OF COST) YES (FREE OF COST)

INSTANT FUEL

REDEMPTION

YES YES YES

Prepaid and Credit facility YES YES YES

INSURANCE FOR OWNER Rs. 10000/- per card,

maximum up to

Rs.2000000/-

No insurance No insurance

INSURANCE FOR DRIVER

AND CLEANER Driver: Rs. 50000/- ,

Co driver:

Rs. 25000/- and

Cleaner: Rs. 25000/-

No insurance for

driver and cleaner

Rs. 100000/- for

Driver and

Cleaner separately

Medical Insurance (Rs.10, 000/- per card):

Owner: Rs.2500/- per

card subjected to

maximum of

Rs.50,000/-,

Driver:Rs.2500/-, Co-

Driver:Rs.2500/- and

Helper-cum-cleaner:

Rs.2500/-.

No Medical

Insurance

No Medical

Insurance

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Lost Card Liability

Insurance

Maximum up to

Rs.16,000/-

per card subjected to

misuse of the card within

24

hours from lodging the

loss

complain with

XTRAPOWER

24 HOUR

CUSTOMERHELPLINE

No such benefit

No such benefit

LOST CARDLIABILITY A replacement card is issue

to the cardholder after

due verification the

prepaid amount balance

of the lost card is

transferred with a fee of Rs

100per card

A replacement card is

issue to the

cardholder after

due verification the

prepaid amount

balance of the lost

card is transferred

after verification

A replacement card is

issue to the

cardholder after

due verification the

prepaid

amount balance of

the lost card is

transferred after

verification

VEHICLE TRACKING Card-insert based offline

tracking at no extra cost.

Card insert based online

tracking at a nominal cost

of Rs.2/

Card-insert based

offline tracking at no

extra cost. Card insert

based online tracking

at a nominal cost. Vehicle

tracking Through

SMS(fee only for blue

card holder)

Card-insert based

offline tracking at no

extra cost. At any HP

Fleet card outlet, the

driver has to place

the card on the

reader and enter his

PIN Number. This is

regardless of whether

or not your Driver

fuels the vehicle at

the outlet.

Card insert based

online tracking at

nominal cost.

SMART CARDPREPAID

CREDIT

Yes Yes yes

RELOADINGFACILITY Yes Yes yes

ENORLMENT FEE AND

RENWAL FEE

YES , RS 100 PRECARD

YES, RS 250

PER CARD

NA

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From this comparison it is clear that benefits provided by IOCL is better than its competitor inspire of this to get more customer the company can consider for benefits such as,

Free SMS alert as provided by BPCL for balance check and vehicle tracking. Extra benefit scheme for customer with more transaction. Multiple credit partners for customers. Redemption at any point of time with increased point validity from 1 year. Fleet card vehicle for smaller vehicle.

LIST OF SOME CUSTOMER AND THEIR FEEDBACK

NAME OFCUSTOMERS

ANDTRANSPORT AGENCY

LOCATION OF

BUSINESS TOTAL NO

OF VEHICLES

/NUMBER OF

CARDS

CONTACT NO FEEDBACK

SHYAM TRANSPORT

(SHAM MISHRA)

DURGAPUR 80/ 73 9434062255 POSITIVE

ASHUTOSH GOURAI RAJBANDH 36/34 03432520389 POSITIVE

UNITED TRANSPORT DURGAPUR 40/10

CORPORATE

CARD

0343-2544855 POSITIVE

ALI ROAD LINE

(MR ALI)

ASANSOL / UP 25/25 09279083003 POSITIVE

BURNPUR TAILOR

SERVICE (BARUN

NANDI)

ASANSOL 10/8 8768324271 9333116698

POSTIVE

RAJA TRANSPORT

(ABHIJEET

MUKHERJEE)

ASANSOL 30/30 9832139394 POSITIVE

MRINMOY TRANING

& MOVERS PVT LTD

ASANSOL 15/15 9800880301 POSITIVE

UNIT TRANSPORT

SOUTH INDIA

TRANSPORT (MR

BANKETESH)

KOLKATA

ASANSOL

80/NOT

SPECIFIDE

6/4

9830345678

9434312629

NEGATIVE

(DONT KNOW

HOW TO USE

CARD)

POSITIVE

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Mapex infrastature pvt

ltd(jaydeb das)

Kolkata

20/15

corporate card

9830796876

Positive

New ajad hind

transport (j roy)

Durgapur 12/6 9830171357 Positive

Bandana logistic Raniganj 10/ 9434003803 Negative not

interested in

card and dont

know how to

use

Vhanu transport

agency (mr vhanu)

Durgapur 6/2 9333900481 Negative

(dont kanow

hou to use)

Assan transport

company (vivek shukla)

Burnpur 10/10 9734255477 Positive

Sanjay Sharma Asansol 6/0 8170040454 Negative

Rabikanth transport Borakor 12/10 7209425300 Positive

Belhi engg(subhas

biswas)

Asansol 20/12 9231027115 Positive

z.r.l transport (mangu

sing)

Jharkhand 14/5 8809987556 Positive

Nehara transport &

roadline(banti sing)

Dhanbad 6/3 09985028977 Negative

(dont know

how to use)

Mintu ghosh Gandhimore 6/0 9434036123 Negative (not

interested

card)

d.m.c (shantamoy

mukherjee)

Durgapur 10/10 9832798287 Positive

Kiran playwood

(madan sing)

Asansol 5/3 9434711814 Positive

ALOKENDU ADHIKARI Murshidabad 30/30 9434315104 Positive

BIRENDER ROY Duragpur 4/4 9748679867 Positive (dont

know how to

use want help

very much

interested)

Suchata ghosh Durgapur 6/1 9434036123 Negative better to give cash than using card

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These are the list of customers to whom I talk and also meet with some of them their responses are very encouraging and most of them are interested and satisfied with this program. Some of the customer does not show interest the main reason behind this is. Problem with operation of card. Small amount of transaction. Unaware of the benefit provided by the Xtra power fleet card. Less number of outlets with such facility. Prefers to give cash instead of transaction through card.

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Personal details:-

Name..

Address..

Organization..

Date of visit.

1) How many liters of fuel do you sell in a week through Xtra Power fleet card in a month?

a. 1000-20000ltr

b. 20000-40000ltr

c. 40000-60000ltr

d. More than 60000ltr

2) What is the average sale of following brands at your outlet in a week?

BRANDS XTRA MILE

SUPER DISEL

XTRA

PREMEIUM

PETROL

SERVO

LUBRICANTS

UNLEDEAD

PETROL

UNLEDEAD

DIESEL

Maximun

Minimum

3) What price do you get the following brands at?

BRANDS XTRA MILE

SUPER DISEL

XTRA

PREMEIUM

PETROL

SERVO

LUBRICANTS

UNLEDEAD

PETROL

UNLEDEAD

DIESEL

price

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4) What is your margin for the following brands?

BRANDS XTRA MILE

SUPER DISEL

XTRA

PREMEIUM

PETROL

SERVO

LUBRICANTS

UNLEDEAD

PETROL

UNLEDEAD

DIESEL

price

5) What is the average sale of fuel/lubricants through Xtra Power Fleet card from your outlet?

.

6) Do you tell the customer/fleet owner/driver about the Xtra Power fleet card loyalty program of IOCL?

o Yes

o No

o Sometimes

7) Do the staff/attendants know how to operate the machine of Xtra Power fleet card?

o Yes

o No

8) What is the usual mode of payment made by the customer?

o Cash

o Credit/debit card

o Xtra power fleet card

9) Is the outlet well equipped with machines of Xtra Power fleet card?

o Yes

o No

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DAT FROM RETAILERS :

Total percentage of fuel sold by Xtra power fleet card:

Percentage of sale of different products in a week:

35%

25%

29%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1000-20000LTR 20000-40000LTR 40000-60000LTR MORE THAN 60000LTR

40%

10%8%

19%

23%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

xtra mile super disal

xtra premium petrol

survo lubricants

unledead petrol

unledead disal

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Percentage of price collected by different brands:

Percentage of sale through Xtra power fleet card:

40%

10%8%

19%

23%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

xtra mile super disal

xtra premium petrol

survo lubricants

unledead petrol

unledead disal

0

10

20

30

40

50

60

70

80

sale through xtra power fleet card

sale without using card

26.5

73.5

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Do you tell the customer/fleet owner/driver about the Xtra Power fleet card?

Do the staff/attendants know how to operate the machine of Xtra Power fleet card?

75%

8%

17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

yes no sometimes

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

yes no

96%yes

4%no

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What is the usual mode of payment made by the customer?

Is the outlet well equipped with machines of Xtra Power fleet card?

0%

10%

20%

30%

40%

50%

60%

70%

cash xtra power fleet card

credit/debit card

65%

26%

9%

96%yes

4%no

yes

no

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Questionnaire for the Customers:- Customer name. Address Ph no. Date of visit..

1) Do you visit the IOCL fuel station regularly? o Yes o No o Sometimes

2) What is the usual mode of payment? o Cash o Xtra power fleet card o Credit/debit card

3) Do you know about the Xtra Power fleet card? o Yes o No

4) From where did you come to know about the fleet card program? o Advertisement

o Newspaper

o IOCL retail outlet

o Magazine

o Others..

5) How many vehicles/trucks do you have? .

6) Are you satisfied with the service of fleet card? o Yes

o No

o Partly satisfied

7) Do you use your fleet card regularly? o Yes

o No

o Sometimes

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8) What improvements do you want in the fleet card loyalty program? o Better services to the card holders

o More attractive offers

o Others.

9) Do you redeem your Xtra points regularly? o Yes

o No

o Sometimes

10) Any suggestions about the Xtra Power Fleet Card program?

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Do you visit the IOCL fuel station regularly?

What is the usual mode of payment?

0% 10% 20% 30% 40% 50%

YES

NO

SOMETIMES

50%

10%

40%

65%CASH

6%DEBIT OR CREDIT CARD

29%XTRA POWER FLEET

CARD

CASH

DEBIT/CREDIT CARD

XTRA POWER FLEET CARD

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Do you know about the Xtra Power fleet card?

From where did you come to know about the fleet card program?

0

10

20

30

40

50

60

70

80

90

YES NO

87% YES

13%NO

9% 6%3%

70%

12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

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Are you satisfied with the service of fleet card?

Do you use your fleet card regularly?

60%15%

25%

yes

no

partly satisfide

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

yes no sometimes

50%

19%

31%

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What improvements do you want in the fleet card loyalty program?

Do you redeem your Xtra points regularly?

0%

10%

20%

30%

40%

50%

60%

70%

better service

more offers others

60%

29%

11%

85%

2% 13%

yes

no

sometimes

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Most of the customers were very supporting and welcoming .They had Good will for IOC. Customers who showed interest appreciated the offer provided and were eager to continue talks with

IOC. They were also wanted to know more about the program. Some of the prospective customers were not aware of India Oil Xtra Power Fleet Card loyalty

Program. Hence they were not interested. Also due to the increase in the oil prices they were apprehensive a little bit.

Some of the customers facing technical difficulties while using the card since they are notable to understand its operations clearly

Some customers have no clear idea about its benefit and they are happy to use their old traditional way of purchasing oil and lubricant.

Some of the customer considers it as very complex and the benefit is not so high. Customers most of them are small transporter are not very keen for this program some of them have

purchase the card but the card remains as idle as they have very less transaction and lack of information about the benefits.

Xtra power scheme is not available at all the retail outlet of Indian oil in so at a time it creates

problem. The card swiping machines are not properly maintained at some places leading to many customer

complaints. Some of the machines are very old and they are need replacement with the new one.

At some places pump attendants are also not interested in providing this service. There are no pamphlets available at pumps, which could give a brief idea about the

loyalty program. Pamphlet and booklets are in English; hence most of the people are not able to

understand. There is no dedicated person for collecting the forms. So, there is a large backlog of forms. There is Lack of internet facility at some of the outlets and also problem with poor network service. Website of Xtra power (www.iocxtrapower.com) is not regularly updated. There is no facility of SMS for vehicle tracking and to know detail about existing balance where other

major oil producing company (BPCL) provides this service to their customers. Sundaram finance is the only partner for providing credit to the card owner. There are no any special benefits for customers having larger transaction. There is no any benefit for customers with small vehicle. Corporate customers are not very interested as there is no any special benefit for them.

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Customer loyalty comes in three phases. The first derives from location. The next phase is Meeting the needs of your customer profile. The third phase down is retailer's loyalty programmers. Most consumers are multi- Loyal The key to a successful business is a steady customer base. After all, successful businesses typically see 80 percent of their business come from 20 percent of their customers. (PARETO ANALYSIS). Xtra power is a step of IOC towards building loyalty among the existing customers. Loyalty program works only when the customer is emotionally attached to the brand. The best way to keep customers loyal is to provide a good product or service that provides good value for money. Branding alone will not make customers loyal, but back up a good product and customer service with branding and loyalty will develop quicker. Offers and loyalty schemes can increase loyalty, but they are no substitute for (and will not work without) a good product, good customer service, and friendly customer relationships. We need to enroll the right customers. We can recognize the highest value customers to recognize and reward their value to our organization; we can cultivate high potential customers who currently split their purchases between us and our competitors or reach out to those most at risk of churning. Knowing which customer groups are most important to us allows crafting recognition and rewarding strategy that piques their interest. Customers should be involved in the program by constant communication to make them understand what is in for them. Comprehensive surveys should be conducted to find out what should be the ideal way to reward the loyal customers and retain them for the lifetime. Activities like checking point balances online, responding to targeted offers, using kiosks, bidding on auction items, entering sweepstakes and so on. Such participation is a sure sign of increasing value to the customers.

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Most of the people are not aware regarding the Xtra power scheme, IOC should try to create awareness

regarding the program by means of more aggressive advertising. The customers facing any kind of difficulties must be assisted promptly and their problem must be

considered with due care. Xtra power fleet card banners should be put at proper location with easy visibility Information centers especially in remote areas must be setup so that people have access to this

program and they can have detail information about its benefits. The facilities should be made available to more retail outlet. The card swiping machine must be carefully maintained and provide quick service for any technical

difficulties. The old machines must be replaced by the new one without any delay. Most of the pump attendant is not so educated hence a training program for them to provide the use of

swiping machine and its various technical aspects. Regular visit to pump should be made and pump owner and attendants are encouraged to provide the

service for their own benefit and benefit to the customers. If possible some rewards should be given to the pump with highest sale in month by card transaction.

Pamphlets must be available at pump so that customers get a brief idea about the program.

All the pamphlets and booklets are in English, hence most of the customer not able to understand. It should be in regional language (Bengali) and Hindi for easy understanding.

There must be a fixed person for collecting forms and application for the card. The website for Xtra power needs regular update with more user friendly access and details of new as

well as upcoming offers. The poor network service at retail outlet need to improve urgently. Target new vehicle/fleet owner by tie up with the vehicles companies and give XTRAPOWER FLEET

CARD with every new vehicle/truck. If a card is not used for a specified period then a message should be given as a reminder and if possible

to contact the person as there may be some other reason. Xtra reward program should be started at all other locations as early as possible. Facility for vehicle tracking and to know the detail of existing balance by customer

should also made available through SMS service. Need for more credit partner to provide wide credit service to the customers. Special benefit must be provided to customers with larger transaction and it is better to divide the

customers in groups as per their total transaction. Need for Local alliance partners.

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Websites URLs:

https://www.iocl.com/

http://en.wikipedia.org/wiki/Indian_Oil_Corporation

http://www.iocxtrapower.com/

https://www.iocl.com/Services/MarketingLoyaltyPrograms.aspx

https://www.iocl.com/Products/Indanegas.aspx

https://www.xtrarewards.com/ExtraRewards/site/About_XTRAREWARDS.

aspx

https://www.google.co.in/

http://www.moneycontrol.com/india/stockpricequote/refineries/indianoilcor

poration/IOC

Books:

1. N. G. Das, Statistical Methods: McGraw Hill

2. P. Kotler, Marketing Management: PEARSON Education- 13th Edition

3. S.P.GUPTA, STATISTICAL METHODS

https://www.iocl.com/http://en.wikipedia.org/wiki/Indian_Oil_Corporationhttp://www.iocxtrapower.com/https://www.iocl.com/Services/MarketingLoyaltyPrograms.aspxhttps://www.iocl.com/Products/Indanegas.aspxhttps://www.xtrarewards.com/ExtraRewards/site/About_XTRAREWARDS.aspxhttps://www.xtrarewards.com/ExtraRewards/site/About_XTRAREWARDS.aspxhttps://www.google.co.in/http://www.moneycontrol.com/india/stockpricequote/refineries/indianoilcorporation/IOChttp://www.moneycontrol.com/india/stockpricequote/refineries/indianoilcorporation/IOC