Profitability of QLC Machine
Profitability of QLC Machine
Profitability of QLC Machine
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Abstract
The primary focus of the study is to determine the profitability of Quick Oil Change Machine
(ROI) and the factors affecting consumer buying decision of lubricants and suggesting
measures to increase the sales via retail outlets. The measurements have been presented based
on detailed research done amongst masses. All the touchpoints during the purchasing process
are identified first. Using marketing research methodologies measure of experience of IOCL's
customers during the process is taken, and good recommendations were given based on the
findings. The suggestions are to increase the sales of lubricant oils at retail stores. The other
study also conducted to find the profitability of Quick Oil Change Machines. Based on the
findings, implementation has turned out to be profitable. Total of 93 respondents participated
in the survey conducted. Based on the analysis of the gathered data above mentioned
recommendations were formulated. The ordinal scale is used to record data from the
respondents in the survey.
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Chapter 1: Introduction
Beginning in 1959 as Indian Oil Company Ltd., Indian Oil Corporation Ltd. was formed
in 1964 with the merger of Indian Refineries Ltd. (established 1958). Indian Oil Corporation
Ltd. (Indian Oil) is India's largest commercial enterprise, with a sales turnover of Rs.
58676crore and profits of Rs. 7976.48 for the year 2008-09. Indian oil is also the highest-
ranked Indian company in the prestigious Fortune 'Global 500'listing, having moved up 11TH
places to the 105TH position in 2009. It is also the 20th largest petroleum company in the
world. The Indian Oil Group of companies owns and operates 10 of India's 19 refineries with
a combined refining capacity of 60.2 million metric tons per annum (MMTPA, i.e. 1.2
million barrels per day). These include two refineries of subsidiary Chennai Petroleum
Corporation Ltd. (CPCL) and one of Bongaigaon Refinery and Petrochemicals Limited
(BRP). Indian oil and its subsidiaries account for a 47% share in the petroleum products
market, 40% share in refining capacity and 67% downstream sector pipelines capacity in
India. The Indian oil operates the largest and the most comprehensive network of fuel stations
in the country, numbering about 17606 (15557regular ROs & 2049 Kissan Sewa Kendra). It
has also started Auto LPG Dispensing Stations (ALDS). It supplies Indane cooking gas to
over 47.5 million households through a network of 4,990 Indian distributors. Also, Indian
Oil's Research and Development Centre (R&D) at Faridabad supports, develops and provides
the necessary technology solutions to the operating divisions of the corporation and its
customers within the country and abroad. Subsequently, Indian Oil Technologies Limited - a
wholly-owned subsidiary, was set up in 2003, with a vision to market the technologies
developed at Indian Oil's Research and Development Center. It has been modelled on the
R&D marketing arms of Royal Dutch Shell and British Petroleum. Indian oil is investing Rs.
Forty-three thousand three hundred ninety-three crores (the US $10.8 billion) during the
period 2007-12 in augmentation of refining and pipeline capacities, expansion of marketing
infrastructure and product quality up-gradation as well as in integration and diversification
projects Indian Oil operates the largest and the most expansive network of petrol & diesel
stations in the country, numbering over 17,600. It reaches Indane cooking gas to the
doorsteps of over 50 million households in nearly 2,700 markets through a network of about
5,000 Indane distributors.
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Figure 1
Indian Oil's ISO-9002 certified Aviation Service commands over 62% market share in the
aviation fuel business, meeting the fuel needs of domestic and international flag carriers,
private airlines and the Indian Defense Services. The corporation also enjoys a dominant
share of the bulk consumer business, including that of railways, state transport undertakings,
and industrial, agricultural and marine sectors. Indian oil has set up subsidiaries in Sri Lanka,
Mauritius and the United Arab Emirates (UAE), and is simultaneously scouting for new
opportunities in the energy.
PRODUCTS:
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
recognised as India's 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 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
Kendra's (Rural). These brands are widely recognised as pioneering brands in the petroleum
retail segment. Indian Oil's leadership extends to its energy brands - Indane LPG, SERVO
Lubricants, Autogas LPG, Xtra Premium Branded Petrol, XtraMile Branded Diesel, Xtra
Power Fleet Card, Indian Oil Aviation and Xtra Rewards cash customer loyalty program.
Autogas:
The fuel is marketed by Indian oil under the brand name AutoGas' Indian Oil has setup
272 Auto LPG Dispensing Stations (ALDS) covering 149 cities across India. Auto Gas
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impacts greenhouse emissions less than any other fossil fuel when measured through the
total fuel cycle. Conversion of petrol to AutoGas helps substantially reduce air pollution
caused by vehicular emissions. The saving on account of conversion to Autogas in
comparison to gasoline is about 35-40%. Short filling times and the 35-40% saving is a
reason enough for a consumer to convert his vehicle to AutoGas.
Aviation 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 1,750 flights, that is
more than one aircraft per minute from the bustling metros to the remote airports linking
the vast Indian landscape, from the icy heights of Leh (the highest airport in the world at
10,682 ft) to the distant islands of Andaman & Nicobar.
BITUMEN:
Indian oil produces bitumen from its refineries at Panipat, Mathura, Koyali, Haldia and
Chennai and markets it in bulk as well as packed in steel drums. Indian oil also deals
with modified Bitumen CRMB and Emulsion. CRMB is produced at Panipat, Mathura,
Koyali, Haldia and CPCL refineries. Indian oil markets Bitumen Emulsion by the brand
name Indemul, and it is made from emulsion plants located in Haldia and Panipat
refineries. CRMB and Emulsion are available both in bulk as well as in tight drums.
XTRA PREMIUM:
It is a much sought-after fuel among discerning motorists who are in many ways
emotionally attached to their wheels. The 'Clean and Keep Clean' function of the super
cleanser additive in XTRA PREMIUM reduces deposits at the port fuel injector, intake
valve and controls combustion chamber deposits to maintain "like new" performance of
the vehicle. Regular use of XTRA PREMIUM gives the vehicle an excellent pick-up,
smoother drive, better mileage and lower emission. XTRA PREMIUM is designed not
only to optimise the performance of new generation vehicles but also rejuvenate old
vehicles to perform better. Indian Oil's XTRA PREMIUM petrol is the most massive
selling branded petrol in India.
XTRA MILE:
Indian Oil's XTRA MILE Super Diesel, the leader in the branded diesel segment, is
blended with world-class multi-functional fuel additives. Commercial vehicle owners
choose XTRA MILE because they see a clear value benefit in terms of superior mileage,
lower maintenance costs and improved engine protection. A growing section of
customers who own diesel automobiles, both in the 'lifestyle' and 'passenger' category,
prefer XTRA MILE as a fuel for its added and enhanced performance. XTRA MILE has
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brought in considerable savings in the high mileage commercial vehicles segment.
Transport fleets that operate a large number of trucks crisscrossing.
INDANE GAS:
Indane is today one of the largest packed-LPG brands in the world and has been
conferred the coveted Consumer Superbrand 'status by the Superbrands Council of India.
Having launched LPG marketing in the mid-60s, Indian oil has been credited with
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,
synonymous with safety, reliability and convenience. With the status of an entire
business vertical within the corporation, the Indane network delivers 1.2 million
cylinders a day to the doorsteps of over 53 million households, making Indian Oil the
second largest marketer of LPG globally, after SHV Gas of The Netherlands. Indane is
available in compact 5 kg cylinders for rural, hilly and inaccessible areas, 14.2 kg
cylinders for domestic use, and 19 kg and47.5 kg for commercial and industrial use.
PETROCHEMICALS:
India is amongst the fastest growing petrochemicals markets in the world. Taking this
into consideration and to enhance its downstream integration, Indian oil is focusing on
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increasing its presence in the domestic petrochemicals sector besides the overseas
markets through systematic expansion of customer base and innovative supply logistics.
Petrochemicals have been identified as a prime driver of future growth by Indian oil. The
corporation is envisaging an investment of Rs 30,000crore in the petrochemicals business
in the next few years. These projects will utilise product streams from the existing
refineries of Indian oil, thereby achieving better exploitation of the hydrocarbon value
chain.
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 particular applications could be the
feedstock for the chemical industry, the raw material for particular sectors and solid
fuels. The petroleum products, produced for specific applications are called
'Petrochemicals and Specialties (P&S) Products'.
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 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 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.
After considering the availability of indigenous crude oil, balance crude oil is required to
be imported. Indian Oil sources its natural oil requirement from the Far East, Gulf region,
Mediterranean, West Africa and Latin American sources.
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Figure 2
In terms of volumes as well as value, SERVO is India's single largest oils & lubes brand. Over
the years, it has established its authority and, on the strength of its proven quality, has built
excellent relationships with automobiles and speciality engine manufacturers. With
recommendations from leading companies such as Maruti, Hyundai, TATA, Mahindra &
Mahindra, Ashok Leyland, Force Motors, Endurance TAFE, Swaraj Tractor, Eicher Tractors,
International Tractors Limited, Dalian Locomotives, Gabriel, Volvo-Eicher (VECV),
Timken, Renault-Nissan, Volkswagen, Skoda, Bentley, Bugatti, Lamborghini, Porche,
Ducati, Audi, Seat, VST Tillers, Honda (2W) etc., it is the Brand of choice and an original
equipment supplier to most of them.
Over the years the sale of lubricants from retail stores has reduced due to inclination towards
Bazar Trade. And as a measure towards the same, the company has started installing Quick
Lube Oil Change Machine at Retail Outlets. So, to understand the customer buyer behaviour
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better & determine the profitability of the Quick Oil Change Machine, studies were
conducted.
The study helped IOCL to identify the touchpoints during the purchasing process are placed
first, then using marketing research methodologies measurement of experience of IOCL's
customers during the process is taken and good recommendations were given based in the
findings. The suggestions are to increase the sales of lubricant oils at retail stores. The other
study also conducted to find the profitability of Quick Oil Change Machines.
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Chapter 3: Profitability of Quick Oil Change Machine
Purpose of study: To study the profitability of Quick Oil Change Machine (ROI)
Quick Oil Change Machines employs a patented process which uses vacuum technology to
extract waste oil and impurities from the oil chamber of all vehicles; thus, reducing pollution
from vehicle and improving its performance manifolds. These can be found at various Indian
Oil Retail Outlets for lubricant services. It has helped in increasing the sales of lubricants
across company retail outlets.
Table 1
FEEDBACK
Return on Investment
Table 2
Particulars Amount
= 5.28%
Once, the Break-even point is reached the estimated return on Investment would be 8% p.a.
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Break-Even Point
Table 3
Break even quantity = Fixed costs / (Sales price per unit – Variable cost per unit)
= 25,000 / (40 – 5)
Therefore, given the fixed costs, variable costs, and selling price of the service,
Company would need to provide 715 services to break even i.e. around 2 Months.
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Chapter 4: Research Methods and Procedures (Study II)
Purpose of the study: Factors affecting consumer buying decision of lubricants and
suggesting measures to increase the sales via retail outlets
Research Design:
Research Objective 1: To determine whether Price affects the consumer buying behaviour
of lubricants
Research Objective 4: To determine whether Past Product Experience affects the consumer
buying behaviour of lubricants
Research Objective 6: To determine whether Brand affects the consumer buying behaviour
of lubricants
Table 4
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3. Product Availability Retail 0.1 Offline
Outlets Stores
Mechanic Service
Shops Centres
4. Past Experiences Good 0.2 Functioning of
Bad Product
User Experience
5. Offers Discounts 0.1 Attract
Free goods customers
6. Brand Very 0.2 Brand
reputed awareness.
Moderate Brand
reputation Loyalty
Low The
reputation emotional
value of the
Brand
Variables of Interest:
Data collection:
1. Scaling Technique:
Used Ordinal Scale (Strongly Agree – Strongly Disagree) to scale response over the
questionnaire
2. Sampling Plan:
We focused on Lubricant Users in Jaipur
3. Data Analysis:
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Collected data via survey forms from93 customers and used Qualitative Techniques to
analyse data
Research Questions:
1. Name
2. Gender
3. Occupation
4. Age (years)
5. Which type of automotive fuel do you use in your vehicle?
6. Which type of automotive fuel do you use in your vehicle?
7. Lubricants are often bought solely based on the Price at which it is offered
8. Lubricants are often bought solely based on the Price at which it is offered
9. Recommendations offered by car mechanics and advertisements/campaigns/promotions
of the companies play a considerable role during the buying process
10. Lubricants are often purchased spontaneously, i.e. impulsively
11. The buying decision is dependent on the ease and availability of lubricants in the outlets
12. Choosing a lubricant which has been recommended as excellent in terms of performance
as opposed to the product that is currently being used is easy
13. Trust about a particular brand of lubricant is an influencing factor in its buying decision
14. New Brand of lubricants launched in the market with better features than the current lot
have more chances of being bought
15. A particular brand of lubricant based on the loyalty it has to offer concerning the features
and the performance it delivers has more chances of being bought
16. Past and current experiences contribute to a great deal in deciding the lubricant to be
bought
17. Price discounts, extra features and other additional benefits influence the buying
behaviour for a particular brand of lubricant
Results
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Gender Diversity among Respondents
Gender
18%
82%
Male Female
Figure 3
Occupation of Respondents
Occupation
12%
38%
24%
27%
Figure 4
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Age of Respondents
Age
12%
29%
29%
29%
Figure 5
Petrol/Diesel
41%
59%
Diesel Petrol
Figure 6
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Lubricant Brands
Brands
13%
32%
47% 8%
Figure 7
Price
60
50 52.9
40
30 32.4
20
14.7
10
0
Strongly Agree Neutral Strongly Disagree
Figure 8
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Does Packaging affect the purchase decision
Packaging
80
70
70.5
60
50
40
30
20 23.5
10
5.9
0
Strongly Agree Neutral Strongly Disagree
Figure 9
Recommendations by Mechanics
80
70
70.5
60
50
40
30
20
17.6
10 11.7
0
Strongly Agree Neutral Strongly Disagree
Figure 10
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Impulsive Purchase
Impulsive Purchase
45
40 41.2
35
35.3
30
25
23.5
20
15
10
5
0
Strongly Agree Neutral Strongly Disagree
Figure 11
Availability on Outlets
70
60
58.8
50
40
30
20 23.5
17.6
10
0
Strongly Agree Neutral Strongly Disagree
Figure 12
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How likely are respondents to adapt to a new product
70
67.6
60
50
40
30
20
17.6
10 14.7
0
Strongly Agree Neutral Strongly Disagree
Figure 13
Brand Influence
45
40 41.2
35
30
29.4 29.4
25
20
15
10
5
0
Strongly Agree Neutral Strongly Disagree
Figure 14
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How likely respondents switch to a new brand
50 53
40
30 32.4
20
14.7
10
0
Strongly Agree Neutral Strongly Disagree
Figure 15
Brand Loyalty
80
70
70.5
60
50
40
30
20
20.6
10
8.8
0
Strongly Agree Neutral Strongly Disagree
Figure 16
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Effect of Past purchases
Past Experiences
80
70 73.5
60
50
40
30
20
17.6
10
8.8
0
Strongly Agree Neutral Strongly Disagree
Figure 17
70
67.7
60
50
40
30
20
17.7
10 14.7
0
Strongly Agree Neutral Strongly Disagree
Figure 18
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Chapter 5: Findings
Figure 19
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Chapter 6: Recommendations
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References:
https://www.industryarc.com/Report/18243/indian-industrial-lubricants-market-research-report-
analysis.html#:~:text=The%20increasing%20sales%20of%20vehicles,major%20demand%20for
%20automotive%20lubricants.&text=Furthermore%2C%20the%20demand%20for%20Indian,period
%20of%202019%20to%202025.
https://www.mordorintelligence.com/industry-reports/india-lubricants-market
https://www.valuemarketresearch.com/report/automotive-lubricant-market
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