Final Project On Hpcl.docx

HINDUSTAN PETROLEUM CORPORATION LIMITED

A PROJECT REPORT

ON “ ST UD Y O F T H E F O R E C O U R T S A L E S MA N A N D SE R V IC E S P R O VID E D A T R E T A I L O UT LE T S O F H PC L ” FOR H IN D US T A N PE T R O L E UM C O R P O R A T I O N LI MI T E D .

S UB MI T T E D T O B A LA J I I N S T I T UT E O F M O D E R N MA N A G E M E N T , PUN E I N F ULF I LM E N T O F T W O Y E A R S F U L L T I ME C O UR SE M A S T E R S I N B U SI N E S S A D M IN IS T R A T I O N ( MB A )

S UB MI T T E D B Y D e vi n a kr i t i T h a ku r ( B A T C H 2 01 3 - 15) S R I B A LA J I SO C IE T Y , P UN E 1

HINDUSTAN PETROLEUM CORPORATION LIMITED

A CKNOW LEDGEMENT I wish to express my sinc ere thanks and gratitude to Mr.A shish Deshmukh , Sr. manager- Capability B uilding , Mumbai Regional o ffice , fo r giving me an oppo rtunity to do my summer training in their esteemed o rganizatio n, HINDUSTA N PETROLEUM CORPORA TION LTD.

I also thank every single individual in the team who has helped me in doing this pro jec t. This projec t co uld no t ha ve been co mplete witho ut the guidance o f my Projec t guide Mr. Swapnil A ttarde, Area sales manager.

Onc e again I express my gratitude to everybo dy fro m HPCL fo r their co ntinuo us suppo rt to wards my researc h effo rts and fo r their kind co -o peratio n.

Devinakriti Thakur

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HINDUSTAN PETROLEUM CORPORATION LIMITED

EXECUTIVE SUMMARY Title of the Project: Assessment OF the Forecourt Sales Man and Customer Overview of Forecourt Sales Man working in Retail Outlet.

Objective of the Project: • This project is undertaken to study the Customer Overview Forecourt Sales Man working Retail Outlets of different fuel supplying companies such as HPCL. • To Evaluate the customer relation and response to the HPCL Forecourt sales man (FSM) • Evaluate whether the Standards established for providing services is followed by FSM. • Assessment of forecourt sales man

I intended to find out the factors that influence the Customers choice of Retail outlets. This will help HPCL in formulating better marketing strategies and improvements. I am confident that this project will help me in opportunities in petroleum industry and future career also. I had done this project for HPCL because it is one of the NAVARATNA COMPANIES OF INDIA and is a government of India enterprise. HPCL is supposed to be one of the best fuel suppliers in India. This project is a market research carried out in Mumbai during the period 05 th May 2014 To 4th JULY 2014.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

This project has been carried out by conducting-----1. Initial discussions with Forecourt sales man. 2. Customer survey through retail outlets a. Customer segmentation b. Feedback.

Findings 

Majority of customers are satisfied with service given at retail outlets  The Forecourt sales men were much satisfied with the working environment, but some of the outlets were not having proper sanitation in the working area.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

TABLE OF CONTENTS S.NO. 1.

Topic

P a ge n o . I N TR O DU C TI ON O F C O M P ANY

6

 Introduction of HPCL

8

 H I S T OR Y OF HP C L

12

 I n t r o d u c t i o n t o H. P R e t a i l i n g

17

2.

R e s e a r c h o b je c t i v e

20

3.

R e s e a r c h me t h o do l o g y

21

 R e s e a r c h me t h o d

21

 S a mp l i n g d e s i g n

22

4.

A n a l ys i s  Survey on customer satisfaction with the 23 services provided at the outlet  Survey on Forecourt Sales Man job satisfaction 29

5.

Limitation

40

6.

Findings

41

7.

Recommendation

42

8.

Bibliography

43

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HINDUSTAN PETROLEUM CORPORATION LIMITED

INTRODUCTION HPCL is a Government of India Enterprise with a Navratna Status, and a Fortune 500 and Forbes 2000 company, with an annual turnover of Rs. 1,32,670 Crores and sales/income from operations of Rs 1,43,396 Crores (US$ 31,546 Millions) during FY 2010-11, having about 20% Marketing share in India among PSUs and a strong market infrastructure. HPCL's Market Sales (including exports) are 27.03 MMT in this period. HPCL operates 2 major refineries producing a wide variety of petroleum fuels & specialties, one in Mumbai (West Coast) of 6.5 Million Metric Tonnes Per Annum (MMTPA) capacity and the other in Vishakapatnam, (East Coast) with a capacity of8.3 MMTPA. HPCL holds an equity stake of 16.95% in Mangalore Refinery & Petrochemicals Limited, a state-of-the-art refinery at Mangalore with a capacity of 9 MMTPA. In addition, HPCL has constructed a 9 MMTPA refinery at Bathinda, in the state of Punjab, as a Joint venture with Mittal Energy Investments PVT. LTD and is soon to be commissioned. HPCL also owns and operates the largest Lube Refinery in the India producing Lube Base Oils of international standards, with a capacity of 335 TMT. This Lube Refinery accounts for over 40% of the India's total Lube Base Oil production. HPCL's vast marketing network consists of 13 Zonal offices in major cities and 101 Regional Offices facilitated by a Supply & Distribution infrastructure comprising Terminals, Pipeline networks, Aviation Service Stations, LPG Bottling Plants, Inland Relay Depots & Retail Outlets, Lube and LPG Distributorships. HPCL, over the years, has moved from strength to strength on all fronts. The refining capacity steadily increased from 5.5 MMTPA in 1984/85 to 14.8 MMTPA presently. On the financial front, the turnover has grown from Rs. 2687 Crores in 1984-85 to an impressive Rs 1,32,670 Crores in FY 2010-11. Currently, Government owns a stake of 51% in HPCL.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

WE B E LI E V E

Our Mission " HP C L , a l o n g wi t h i t s jo i n t v e n t u r e s , wi l l b e a f u l l y i n t e g r a t e d c o mp a n y

in

the

h yd r o c a r b o n s

sector

of

exploration

a nd

p r o d u c t i o n , r e f i n i n g a n d ma r k e t i n g ; f o c u s i n g o n e n h a n c e me n t o f p r o d u c t i v i t y, q ua l i t y a n d p r o f i t a b i l i t y; c a r i n g f o r c u s t o me r s a n d e mp l o ye e s ;

caring

for

e n v i r o n me n t

protection

and

c u l t u r al

heritage.

I t wi l l a l s o a t t a i n s c a l e d i me n s i o n s b y d i v e r s i f yi n g i n t o o t h e r e n e r g y r e l a t e d f i e l d s a n d b y t a k i ng u p t r a n s n a t i o n a l o p e r a t i o n s ."

O u r Vi s i o n T o b e a Wo r l d C l a s s En e r g y C o mp a n y k n o wn f o r c a r i n g a n d delighting

the

c u s t o me r s

wi t h

high

quality

products

a nd

i n n o v a t i v e s e r v i c e s a c r o s s d o me s t i c a n d i n t e r n a t i o n a l ma r k e ts with

aggressive

g r o wt h

and

delivering

s u p er i o r

financial

p e r f o r ma n c e . Th e C o mp a n y wi l l b e a mo d e l o f e x c e l l e n c e in me e t i n g

social

c o m mi t me n t ,

e n v i r o n me n t ,

n o r ms a n d i n e mp l o ye e w e l f a r e a n d r e l a t i o n s

7

health

and

safety

HINDUSTAN PETROLEUM CORPORATION LIMITED

OUR BUSINESS: 1. MARKETING: A) LPG: Since its introduction in 1955, LPG consumption has increased manifold. It has become the household fuel of choice. At last count, HPCL had nearly 22 million domestic LPG consumers. HP Gas, the HPCL brand of LPG, is bottled at 40 plants spread across the country with a total capacity of 2000 TMT Per Annum. Safety is ensured at every stage, from bottling to distribution, by subjecting all related operations to the closest scrutiny and conforming to international safety standards, making HP Gas the safe, convenient fuel our consumers have come to trust. Exiting developments have taken place in the LPG section. In its endeavour to improve the costumer satisfaction, HPCL has launched the Ji Haan , services in 2002, aimed at reinforcing a strong positive service orientation of HP Gas. Basis research finding on customers apprehension on the weight of gas in cylinders,HP Gas has, since last year, provided weighing scales to all its delivery boys across the country, given the customer an option to weigh the cylinders at their doorsteps The Reticulated system or Piped LPG for domestic use is a value addition to customers, with a view to enhance safety, loyalty and uninterrupted supply of gas to households. In this direction, HPCL has successfully installed reticulated supply in Mumbai, Pune, Jaipur, Cochin, Delhi, Visakh, Hyderabad, Kolkata and Bangalore covering more than 1600 flats.

B) INTERNATIONAL OPERATIONS: At the initial stages, the International Division started out with handling import facilitation for large consumer of Fuel Oils. The divisions also engaged in direct export of lubricating oils to countries like Nepal, Bangladesh, Malaysia, Sri Lanka and Saudi Arabia. In order to expand its operations and tab export market, the 8

HINDUSTAN PETROLEUM CORPORATION LIMITED

Division has started appointing distributors for marketing to lubricating oils & specialty products. Presently, distributors in Nepal, Bangladesh & Sri Lanka are regularly marketing HP Products in these countries and we are actively looking at appointing distributors in Africa & Malaysia. With the rapid changes that are taking place in the Indian Petroleum scenario, the International Division is fast gaining a reputation in the markets. Apart from handling exports of surplus refinery products for HPCL, the International Division has started facilitation of Naphtha exports for the Oil & Natural Gas Commission (ONGC) and is actively seeking new opportunities. HPCL has exported bulk petroleum products such as Naphtha, Fuel Oils and Gasoline mostly to countries in Far East. C) BULK FUEL SPECIALITIES: HPCL s petroleum products cover numerous applications. From automobile, aviation marine and power plant fuels to being used in the manufacture of products such as fertilizers, carbon black, jute, insecticides, cosmetics, edible oil, fabrics compact discs and medicines. We are the second largest producers of Bitumen in India with annual sales of more than 600 Thousand Metric Tons (TMT). Ongoing R&D to meet the fast changing and critical needs of customers have resulted in several product improvements like rubber & polymer modified bitumen and emulsions. For over 25 years, HPCL has been providing fuelling services at all the major Indian ports. We are the marine lube partners of Total Lubricants, France, manufacturing and supplying the TOTAL brand of marine lubes. HPCL is one of the largest suppliers of fuel to state owned and Independent Power Plants (IPPs).We also cater to the Industries requirement of Specialties like Hexane, Solvents, MTO etc. D) LUBRICANTS: The HP Engine Oils product range covers over 300 brands of lubricants, greases and specialties catering to the automotive as well as industrial sector. With consumers recognizing the importance of high quality lubricants in ensuring 9

HINDUSTAN PETROLEUM CORPORATION LIMITED

prolonged and trouble-free operations, the demand for HP engine oils, gear oils, transmission oils, greases and other specialties have gone up appreciably over the years. Behind the success of HP Engine Oils lie years and years of research and technical Expertise. They are engineered to meet the rigors of modern automobiles and the extreme service conditions of highly sophisticated industrial machines. HPCL has six lube blending plants at Mumbai, Calcutta, Chennai and Silvassa. Based on extensive market research, the lubes business unit has launched several new brands, which have become highly successful in the market. A large number of new industrial grades have also been introduced to meet specific requirements of industrial consumers. HPCL has also introduced a large number of Exclusive Lube Distributors who are accessing remote corners of the Bazaar trade. To cater to small volume customers, HPCL has recently launched CFAs. Our market now extends to countries like Nepal, Sri Lanka, Bangladesh, Saudi Arabia and Malaysia.

E) RETAIL: The retail business unit of HPCL is oriented towards delivering better and faster service to consumers. Recognizing that our consumers will be better served by offering them a wide range of non-fuel services; the corporation has sized the opportunity through some extensive market research banked initiatives. Our new retail brand, Club HP seeks to redefine the way fuel is retailed in India. Offering the promise of outstanding care for the costumer and the vehicle, Club HP will create a large base of loyal consumers who will look for the distinct red and blue logo whenever they need fuel for their vehicle. Club HP outlets offer one stop convenience so that one can do many things in same window of time - pay his bills, shop for groceries, visit the ATM, get a quick check done on their vehicle and even arrange servicing and repairs if need arises. Club HP outlets in major cities offer new generation fuels, blended with specially imported multi-functional additives. Power, our branded petrol has created a niche for itself and is already a favourite of the discerning consumers. Turbojet, the first branded diesel to be launched in country, is proving to the equally the favourite of the personal diesel vehicle owners in urban markets. 10

HINDUSTAN PETROLEUM CORPORATION LIMITED

F) AVIATION: HP Aviation offers into-plane fuel service at the major airports in India. Hindustan Petroleum s Aviation Service Facilities, Intermediate Storage Installations and Laboratories handling Jet Fuel are approved and periodically audited by the Directorate General of Civil Aviation, Government of India (DGCA). HP Aviations installations at Mumbai, Delhi, Chennai, Kolkata, Cochin and Calicut are certified to the ISO 9001:2000 standards.

2. REFINERIES: OVERVIEW: Without refining, the rich resources of crude petroleum of nature would remain latent. Value-added products from crude petroleum like petrol, diesel, kerosene; liquefied petroleum gas, naphtha and many more products would not be available for growth and development of a nation. The two coastal refineries at Mumbai and Vishakhapatnam and one joint venture refining facility at Mangalore Refinery & Petrochemicals Limited have been sustaining almost 20% of India s refining requirements. HPCL refineries upgrade the crude petroleum into many value-added products and over 300 grades of lubricants, specialties and greases. The Lubricating Oils Refinery set up at Mumbai is largest refinery in India. The refinery produces superior quality lube base oils. The offsite product handling facilities of refineries at Mumbai and Vishakhapatnam has been automated. Projects have been implemented and facilities upgraded to produce green fuels like unleaded petrol and low sulphur diesel. The refineries have been benchmarked by an international agency for various performance parameters. Numerous awards have been bestowed on both the refineries in recognition of the efforts in the field of energy conservation, environment and safety.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

HISTORY OF HPCL 1952 – On July 5th, 1952, the Company was established in the name of Standard Vacuum Refining Company of India Limited. 1962 - Name was changed to ESSO Standard Refining Company of India Limited on 31st March 1962. 1974 – HPCL got its present name on July 15th, as a result of conglomeration of ESSO Standard Refining Company of India Limited and Lube India. 1976 - Caltex Undertakings was taken over by the Government of India as a result of nationalization and merged with HPCL. 1979 – HPCL took over the undertakings of Kosan gas Company Ltd. It has promoted several joint ventures like Prize Petroleum Co & South Asia LPG Co, Mangalore Refinery & Petrochemicals (MRPL), Punjab Refinery project, Hindustan Colas, Petronet India, Visakh Power Project. 2000 - Scheme of amalgamation of Industrial Perfumes Ltd. with the company is effective from 9th February, with retrospective effect from 1st January, 1999.  The Company has signed a confidentiality agreement with Totalfina of France to look at downstream areas, including retailing, once the domestic oil sector is opened up.  The Company has decided to float a joint venture information technology company for its e-commerce and other internet based services foray.  The Company has set up Rs 2900 crore power project in Visakhapatnam as part of the company's diversification strategy.  HPCL has signed a business initiative with internet service provider (ISP) Satyam Infoway Ltd. to set up more than 200 cyber cafes at its retail outlets across the country.  Pepsi has entered its second cyberspace venture forging a tie-up with Satyam and the company as the official beverages supplier for their Speednet project.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

 Mangalore Refinery and Petrochemicals, the joint venture between Hindustan Petroleum Corporation and the AV Birla Group of companies is signed a memorandum of understanding with Kuwait Petroleum Corporation for joint efforts in the downstream sector.  Hindustan Petroleum Corporation Ltd. has entered the Bangladesh lubricants market with a range of its diesel engine and motor oil.  Hindustan Petroleum Corporation Ltd. along with ZIP Telecom, front-end operator of Hughes Ispat, has set up public access telephone booths at HPCL retail outlets across Maharashtra.  The Company has set up two regional offices in Jamshedpur as part of its strategy to focus on improving services.  A subsidiary company Guru Gobind Singh Refineries has been incorporated on Dec 2000. Land admeasuring approx. 2000 acres has been acquired 2001 - Hindustan Petroleum Corporation Ltd. has introduced its smart card in Bangalore for the first time in the country. 2002 - HPCL approved Mangalore Refinery & Petrochemicals Ltd. (MRPL) control to Birlas  HPCL introduced a new system at its 6,000-odd retail outlets across the country. The Company plans to set up facilities enabling customers to buy original spare parts and accessories for the car.  Tied-up with Gas Authority of India Ltd (Gail), Oil and Natural Gas Corporation (ONGC) to purchase LPG.  Tied-up with Lubrizol for its own brand of high-performance petrol, branded 'Power'.  Unveiled branded petrol, diesel (Power & Turbojet respectively).  HP unveiled new retail brand - 'Club HP' through which it intends to offer quality personalized vehicle and consumer care through select outlets.  FedEx inked one-year agreement with HPCL to set up transportation services at HPCL's 100 Club HP retail outlets in eight cities in the country.  HPCL and GAIL signed agreement for formation of new JV Company to distribute and market environmentally friendly fuels in and around the cities of Andhra Pradesh. 2003 - Cabinet Committee on Disinvestment (CCD) has decided to divest 34.01 per cent equity in Hindustan Petroleum Corporation Ltd (HPCL) to a strategic 13

HINDUSTAN PETROLEUM CORPORATION LIMITED

partner. HPCL formed alliance with Chennai-based KwickTel Communications to launch vehicle tracking system. HPCL became the second largest firm in terms of sales with a turnover of over Rs 50,000 crore - Launched loyalty Plan for its LPG Consumers.  Launched a new scheme where in the LPG (liquefied petroleum gas) delivery boys will carry portable weighing scales, so that HP customer can measure the Gas contend in cylinder before receiving it  Unveiled a high-octane petrol brand in the market named as 'Power '93'  Tied-up with Chevron for Aviation Turbine Fuel (ATF) business.  HPCL has signed agreement with Oil & Natural Gas Corporation (ONGC) for sourcing crude oil.  HPCL has unveiled Smart Card which a customer could use to pay for petrol or diesel bought at HPCL's outlets. 2004 - Hindustan Petroleum Corporation Ltd (HPCL) has formed a 50:50 joint venture with Total Gas and Power India (TGPI), a wholly-owned subsidiary of Total France, to develop the biggest underground 'Cavern LPG Storage' project at Visakhapatnam.  HPCL signed agreement with US Pizza, a pizza outlet, which would be opening over 500 delivery units at HPCL's outlets around the country. The understanding is aimed at making the partnership the largest food chain in the country.  Birla Power Solutions, a Yash Birla Group company, has tied up with Hindustan Petroleum Corp Ltd (HPCL) to produce electricity generators, which run on LPG.  HPCL launched unique smart card.  HPCL signed MoU & Confidentiality agreement with Chevron Texaco. 2005 - HPCL signed MoU with RCF (Rashtriya Chemicals Fertilisers Ltd ) HPCL has roped in celebrities like Sania Mirza to endorse retail brands (club HP)  Pizza Corner has forged alliance with HPCL  Amex, HPCL unveiled co-branded credit card  HPCL partnered with MSFCL for bio-diesel venture  HPCL signed an agreement with BP plc (formerly known as British Petroleum) to form 50:50 strategic joint venture partnership  HPCL signed MoU with Gail on November 16, 2005

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HINDUSTAN PETROLEUM CORPORATION LIMITED

2006 - HPCL, MyTVS unveiled MyTVS Club HP Smart cards HPCL signed MoU with SINOPEC HPCL joined hands with Malbro Appliances to market LPG stoves Kamat Group joined hand with HPCL for food joints Nirlep Appliances Ltd, manufacturer of cookware, has entered into a marketing pack with HPCL for marketing non-stick cookware, regular inner and outer lid pressure cookers and gas stoves. 2007 - Hindustan Petroleum Corporation Ltd (HPCL) and ONGC have signed a Memorandum of Understanding (MoU), covering Product Sale Purchase, Infrastructure Services and Co-operation in Energy & related fields. 2008 - HPCL signed MOU with Shree Renuka Sugars Ltd  HPCL joined hand with CREDA  HPCL forays ethanol business 2009 – HPCL had a Joint Venture to form Hindustan Biofuels Limited (HBL), for production of ethanol and to carry out the research works in Bio-fuels industry. 2010-2012 HPCL ranks 1021 in Forbes 2000 list Hindustan Petroleum Corporation Ltd. HPCL is ranked 1021 position during 2011-12 in the prestigious list of Forbes 2000. 

IFCA STAR 2011 Awards HPCL has been conferred with two IFCA (Indian Flexible Packaging & Folding Carton Manufacturers’ Association) STAR 2011 Awards, in recognition of excellence in Packaging for introducing new technology / printing in Lube Oil Sector. 1) In-Mould Labelling (IML) Technology for Lube Oil HDPE containers. 2) Heat Transfer Labelling (HTL) Technology for Lube Oil buckets.



PETROFED - Project Management Company of the year award HPCL has bagged the PETROFED Project Management – Company of the year award (in Rs. 500-2000 Crore Category) for Guru Gobind Singh Refinery Products Evacuation Project (GGSRPEP) at New Delhi for its performance in completing the project successfully during 2010-2011, at less than approved cost, managing project schedule and quality while meeting norms of Occupational Health & Safety.

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HINDUSTAN PETROLEUM CORPORATION LIMITED 

Internal Communication Excellence (ICE) Award HPCL’s Foundation Day Journal released specially on the occasion of 36th Foundation Day during July 2011 has bagged the Internal Communication Excellence Award, popularly known as ICE Award, instituted by Shailaja Nair Foundation, Mumbai. HPCL has bagged two awards for the In-house Journal under the categories “Employee Participation” and “Special Issue of the Year”.



Scope Meritorious CSR Award 2010-11 The prestigious SCOPE Meritorious Award for Corporate Social Responsibility & Responsiveness Commendation Certificate for the year 2010-11 from Her Excellency, The President of India Smt. Pratibha Devisingh Patil.



Golden Peacock Award 2012 HPCL’s Mangalore LPG Import Facility (MLIF) has been conferred with the prestigious Golden Peacock Award 2012 for Occupational Health and Safety.



NDIASTAR 2012 Award HPCL was conferred with INDIASTAR 2012 Award by the Indian Institute of Packaging (IIP), as recognition of excellence in Packaging for ‘TamperGard Security Labels on 210 Litres Lube Oil Metal Barrels’. 2013- Global CSR Excellence & Leadership Award 2013: HPCL has won Global CSR Excellence & Leadership Award 2013 conferred by World CSR Congress on World CSR Day. HPCL won awards in the following three categories. o Best Corporate Social Responsibility Practices o Support and Improvement in Quality of Education o Most Caring Company of India

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HINDUSTAN PETROLEUM CORPORATION LIMITED

INTRODUCTION TO HP RETAILING OVERVIEW: At HPCL retail outlets we believe in maintenance. Maintaining not just the vehicle, but a steady relationship with our consumer. And to do so, provide better and efficient services. We take care of not only your fuelling needs, but also complete vehicle care. We stock related products like tyres, batteries and accessories, so you don't have to go shop - hopping. All our other value - added services ensure that your vehicle is well looked after. And while we share your concern for your vehicle, we also value your time. So we bring you conveniences that allow you to carry out your banking activities, make important calls or send an e - mail, and even shop for essential grocery items. Complete attention for you and your vehicle at one stop. The HP retail outlet. Simply drive in, anytime, anywhere. And let us do the pampering have been implemented and facilities upgraded to produce green fuels like unleaded petrol and low sulphur diesel. The refineries have been benchmarked by an international agency for various performance parameters. Numerous awards have been bestowed on both the refineries in recognition of the efforts in the field of energy conservation, environment and safety.

VISION:

Through the process of ACE (Achieving Continuous Excellence) Retail SBU developed a vision that was co-created by the employees of the SBU. Based on the vision, cross functional sub-groups of Officers from marketing, finance and HR department closely interacted with customers in various market segments such as Highway, Rural, 2- wheeler/3-wheeler and Car segments to develop a customer centric dynamic business strategy. The SBU Vision is given hereunder:

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HINDUSTAN PETROLEUM CORPORATION LIMITED

 Highest performer in sales growth over industry.  Sustained profitability through increased sales, ARB earnings, cost optimization, branded fuels and branded lubricants.  Customer delight at the point of interface. Fulfilling the stated and latent needs of the customer through innovative products and services.  Competent, committed and empowered employees.  Sense of pride and mutual trust and camaraderie. Conducting business in a fair, transparent and ethical manner. QUALITY ASSURANCE INITIATIVES:  HPCL Quality Assurance initiative under the banner Good Fuel Promise has been given thrust through various pioneering initiatives. HPCL has pioneered the concept of exclusive Mobile Labs. to strengthen the commitment of Good Fuel Promise at the retail outlets. 10 Mobile Labs have been commissioned during the year for conducting quality assurance checks exclusively at Club HP Outlets.  We have also finalized the International Agency M/s. Bureau Veritas for conducting Surveillance Audit of Club HP Outlets.  A special scheme was introduced to cover our Retail Outlets under ISO Accredition.  53 Retail outlets have been accredited during the year.  During the year 40 retail outlets in Mumbai and Vashi were covered under the Retail Automation program. The program which was pioneered as a unique initiative last year is based on the international practice of quality assurance through quantity checks.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

Research Objectives

Objective of the Study The main objective to tis market research is to understand and asses the working of Forecourt sales man. Primary Objective  To determine the Customer satisfaction with the Services provided by the FSM at the retail outlet  To Evaluate the customer relation and response to the HPCL Forecourt sales man (FSM)  Evaluate whether the Standards established for providing services is followed by FSM.  To analyze the working environment of the FSM and to study whether the facilities provided to the FSM are as per the standards.

Scope of the Study

 The research is basically conducted to understand the working of FSM.  It’s to analyze if the working environment provided to the FSM are as per the standards.  The work done and services provided to the customers by the FSM at the outlet is as per the standards and meets the customer expectation.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

Research Methodology Research methodology is a way to systematically solve the research problem. It may be understood as science of studying how research is done scientifically. In it we study various steps that are generally adopted by a researcher in studying his research problem along with logic behind them.  HPCL Consists of 3 sales areas in Mumbai  North sales area  South sales area  West sales area  Overall 92 outlets are present in Mumbai.  For conducting the research the North sales area was assigned for the same. North sales area consists of 33 outlets.

Research method In this project two type of survey were taken into consideration to understand the customer behavior and FSM behavior  A questionnaire was prepared to understand the customer’s response towards the services provided by FSM at retail outlets and one more questionnaire was prepared to assess the FSM work satisfaction.  The question was presented in one to one interview with each of the respondents.  Responses of the concerned persons had been thoroughly analyzed.  Conclusions had been arrived at using the response of the concerned persons and not on questionnaire alone. In this context the questionnaire was not a fully-fledged one and was made with an intention of getting the main information as customers and FSM don’t have that much time to spare and also a long questionnaire may irritate them. So the questionnaire used in my research was really crisp and was aimed at getting the required information in the least time, also the questionnaire was used for primary purpose only.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

Sampling plan and Design A Sample Design is a definite plan for obtaining a sample from a given population. It refers to the technique to the procedure adopted in selecting items for the sampling designs are as below: SAMPLE SIZE  Selecting one outlet from each North sales areas.  The sample consisted of 122 customers. These customers were categorized as  Selecting sample size of 78 from 2-wheeler and 42 from 4-wheeler.  The 2-wheeler will be petrol users.  The 4-wheeler will consist of 22 petrol users and 20 diesel users  Selection of 2-3 FSM from the selected outlet. Total of 20 SAMPLING METHOD In this marketing research project, I am using Random sampling method. SAMPLE TYPE Area Sampling and the area of sampling is Mumbai North sales area.

Data Collection Method Primary Data: - Primary data means data that are collected by different techniques like questionnaire, Depth interview, Survey, Schedules etc. In this project, primary data has been collected by the means of questionnaire. Secondary Data: - Secondary data means data that are already available i.e.: they refer to the data which have already been collected and analyzed by someone else. Usually published data are available in: Various publications of the central, state/local governments or foreign governments, technical and trade journals etc.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

The secondary data involved in this project has been gathered from the company journal, literatures and internet.

RESEARCH INSTRUMENT: The research instrument chosen was a structured questionnaire. Questionnaire was tested by Mr. Swapnil Attarde , who is Area Sales Officer of HPCL and my Project Guide for this project, and necessary changes were made in questionnaire.

Limitation of the Study  The sample area and sample size has been limited due to time constraint.  Generally most of the customers do not have time at outlets to give feedback. Some of the customers were hesitating to give response.  All the observation and recommendation will be made on the feedback obtained from survey.

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HINDUSTAN PETROLEUM CORPORATION LIMITED

DATA ANALYSIS Survey on customer satisfaction with the services provided at the outlet The following data shows the different factor considered to understand the customer expectation and satisfaction towards the services provided by the FSM at the HPCL outlet. Descriptive Statistics N

Minimum

Maximum

Mean

Std. Deviation

Overall Satisfaction

122

3

5

4.16

.720

Employee Professionalism

122

2

5

3.48

.707

Customer Friendly

122

2

5

4.05

.791

Customer service

122

2

5

3.71

.867

free air service

122

1

5

3.61

1.094

recent experience

122

3

5

4.14

.731

Quality Service

122

2

5

3.48

.707

FSM Behaviour

122

2

5

4.08

.788

Process of filling Fuel

122

2

5

3.71

.895

Waiting time in line

122

1

5

3.68

1.070

Valid N (listwise)

122

The following factors were done on the rating of 1-5 score. 1 being the least satisfaction and 5 being the highly satisfactory.  Interpretation



The fields of overall satisfaction, customer friendliness of FSM, the experience at the HPCL outlet and FSM behavior have a good score of above 4. 23

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Employee professionalism and free air service can be some area which can be worked upon

1. Overall satisfaction of customers with the service at HPCL

Overall Satisfaction Cumulative Frequency Valid

Percent

Valid Percent

Percent

average

23

18.9

18.9

18.9

very good

56

45.9

45.9

64.8

Excellent

43

35.2

35.2

100.0

122

100.0

100.0

Total

Interpretation:  45.90% of the customers are fully satisfied with the services provided by HPCL.  35.25% of the customer the services provided by HPCL are very good.  18.85 Thinks the services are at average level.

24

HINDUSTAN PETROLEUM CORPORATION LIMITED

 The following are the data analysis of the factors in the services provided and the customer rating for the same.  Customer Service provided by FSM Customer service Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

fair

12

9.8

9.8

9.8

average

32

26.2

26.2

36.1

very good

57

46.7

46.7

82.8

Excellent

21

17.2

17.2

100.0

Total

122

100.0

100.0

 Free Air service Provided at the outlet free air service Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

poor

4

3.3

3.3

3.3

fair

15

12.3

12.3

15.6

average

36

29.5

29.5

45.1

very good

36

29.5

29.5

74.6

25

HINDUSTAN PETROLEUM CORPORATION LIMITED

Excellent

31

25.4

25.4

Total

122

100.0

100.0

100.0

 Quality of Service Quality Service Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

fair

10

8.2

8.2

8.2

average

48

39.3

39.3

47.5

very good

59

48.4

48.4

95.9

Excellent

5

4.1

4.1

100.0

Total

122

100.0

100.0

26

HINDUSTAN PETROLEUM CORPORATION LIMITED

 FSM Behavior with customer

FSM Behaviour Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

fair

5

4.1

4.1

4.1

average

18

14.8

14.8

18.9

very good

61

50.0

50.0

68.9

Excellent

38

31.1

31.1

100.0

Total

122

100.0

100.0

 The waiting time in line for filling fuel Waiting time in line Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

poor

3

2.5

2.5

2.5

fair

14

11.5

11.5

13.9

average

35

28.7

28.7

42.6

very good

37

30.3

30.3

73.0

Excellent

33

27.0

27.0

100.0

Total

122

100.0

100.0

27

HINDUSTAN PETROLEUM CORPORATION LIMITED

 FSM professionalism

Employee Professionalism Cumulative Frequency Valid

Percent

Valid Percent

Percent

fair

10

8.2

8.2

8.2

average

48

39.3

39.3

47.5

very good

59

48.4

48.4

95.9

Excellent

5

4.1

4.1

100.0

122

100.0

100.0

Total

28

HINDUSTAN PETROLEUM CORPORATION LIMITED

Survey on Forecourt Sales Man job satisfaction Data analysis The following data shows the fields that are considered to understand and assess the FSM satisfaction with HPCL. Descriptive Statistics N

Minimum

Maximum

Mean

Std. Deviation

Overall satisfaction

20

4

5

4.15

.366

Wages

20

3

4

3.30

.470

Security and administration

20

3

5

3.80

.523

Sanitation In bathroom

20

3

4

3.90

.308

Leave system

20

3

5

4.05

.605

time schedule

20

3

5

4.00

.459

Working environment

20

4

5

4.30

.470

Dealer Behaviour

20

4

5

4.30

.470

management providing Info

20

1

1

1.00

.000

Overtime

20

0

1

.20

.410

Manager Rating

20

4

5

4.25

.444

Working period

20

2

5

3.40

.754

Valid N (listwise)

20

The following factors were done on the rating of 1-5 score. 1 being the least satisfaction and 5 being the highly satisfactory.

29

HINDUSTAN PETROLEUM CORPORATION LIMITED

1. The overall Satisfaction of FSM at HPCL Overall satisfaction Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

very good

17

85.0

85.0

85.0

Excellent

3

15.0

15.0

100.0

Total

20

100.0

100.0

 Interpretations  The Data shows the responded were very much satisfied with the work at HPCL

2. The total Working period of FSM at the HPCL outlet Working period Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

6 months- 1 year

2

10.0

10.0

10.0

1-2 year

9

45.0

45.0

55.0

3-5 year

8

40.0

40.0

95.0

> 5 year

1

5.0

5.0

100.0

Total

20

100.0

100.0

30

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Interpretations  The FSM surveyed shows the average working period FSM in HPCL is 2-4 years.

3. Resting Room at HPCL outlet for FSM. Resting room availability Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

no

2

10.0

10.0

10.0

yes

18

90.0

90.0

100.0

Total

20

100.0

100.0

31

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Interpretations 

It was seen by the survey that most of the HPCL have Resting/changing room in them for FSM.

4. FSM rating For Wages. Wages Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

average

14

70.0

70.0

70.0

very good

6

30.0

30.0

100.0

Total

20

100.0

100.0

32

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Interpretations 

The survey showed the FSM were Almost satisfied by the wages provided to them.

5. FSM Rating for Security and Administration Security and administration Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

average

5

25.0

25.0

25.0

very good

14

70.0

70.0

95.0

Excellent

1

5.0

5.0

100.0

Total

20

100.0

100.0

 Interpretations 

70% of the FSM responded the security and the administration was very much satisfactory

33

HINDUSTAN PETROLEUM CORPORATION LIMITED

6. FSM Rating for leave system. Leave system Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

average

3

15.0

15.0

15.0

very good

13

65.0

65.0

80.0

Excellent

4

20.0

20.0

100.0

Total

20

100.0

100.0

 Interpretations  The leave system was a satisfactory factor for the FSM at HPCl.

7. FSM rating for working hours at HPCL outlet. time schedule Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

average

2

10.0

10.0

10.0

very good

16

80.0

80.0

90.0

Excellent

2

10.0

10.0

100.0

Total

20

100.0

100.0

34

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Interpretations  The survey revealed there was proper time schedule that was followed by the FSM.

8. FSM rating for working environment Working environment Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

very good

14

70.0

70.0

70.0

Excellent

6

30.0

30.0

100.0

Total

20

100.0

100.0

 Interpretations  The working environment for FSM was very much satisfactory.

9. FSM rating for dealers Management Dealer Behavior Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

very good

14

70.0

70.0

70.0

Excellent

6

30.0

30.0

100.0

Total

20

100.0

100.0

35

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Interpretations 

The survey shows 70% of the FSM were very much satisfied with the dealer’s behavior.

10.

FSM awareness about Scholarship program for their wards. Awareness Of Scholarship program Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

no

3

15.0

15.0

15.0

yes

17

85.0

85.0

100.0

Total

20

100.0

100.0

 Interpretations  85% of FSM were aware of the scholarship program provided to the FSM ward.

36

HINDUSTAN PETROLEUM CORPORATION LIMITED

11.

Receiving of uniform every 6 months.

Uniform On time Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

YES

18

90.0

90.0

90.0

YES, BUT DELAYED

2

10.0

10.0

100.0

Total

20

100.0

100.0

 Interpretations  90% FSM responded they got the Uniform every 6 months at time.

12.

Management furnishing with every information and keeping updated it to the FSM. management providing Info Cumulative

Valid

yes

Frequency

Percent

Valid Percent

Percent

20

100.0

100.0

100.0

37

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Interpretations  100% of the respondent said the management provides all the information.

13.

Overtime by FSM

Overtime Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

no

16

80.0

80.0

80.0

yes

4

20.0

20.0

100.0

Total

20

100.0

100.0

 Interpretations  Only 20% of FSM said they did Overtime, which was very much occasionally.

14.

If yes for overtime, the frequency for the same.

How Often Overtime Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

N/A

16

80.0

80.0

80.0

OCCASSIONALLY

4

20.0

20.0

100.0

Total

20

100.0

100.0

38

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Interpretations  The FSM who did overtime responded it was on very much occasional basis

15.

FSM rating for the Managers at the outlet.

Manager Rating Cumulative

Valid

Frequency

Percent

Valid Percent

Percent

very good

15

75.0

75.0

75.0

Excellent

5

25.0

25.0

100.0

Total

20

100.0

100.0

 Interpretations  75% of the FSM provided the rating of very good to their manager the rest rated excellent.

39

HINDUSTAN PETROLEUM CORPORATION LIMITED

LIMITATIONS OF THE PROJECT No project is ideal. In reality the researcher always comes across different problems which act as limitations of the project. Likewise there were lots of limitations to this project also, such as ---

I. Biased reply of respondent. II. Lack of awareness. III. Transportation problems because of rainy season. IV. Time constraint. V. Budget constraint. VI. Non availability of data.

40

HINDUSTAN PETROLEUM CORPORATION LIMITED

Findings

 Majority of customers are satisfied with service given at retail outlets.  Quality and appropriate quantity has the first preference in the minds of customers when they go for filling up fuel. Also customers prefer the nearest retail outlet.  The free air services in some of the HPCL outlet were not in service.  The Forecourt sales men were much satisfied with the working environment, but some of the outlets were not having proper sanitation in the working area.  In small outlets the FSM did not know about the Provident fund or the policies.  The FSM were very casual about sharing inner details with anyone, which can result in leaking information to the competitors.

41

HINDUSTAN PETROLEUM CORPORATION LIMITED

RECOMMENDATIONS

To enhance the market share in North Sales area of Mumbai and to provide better services, Hindustan Petroleum Corporation Ltd. should undertake following steps --------

 Give proper training to delivery-boy so that he can communicate with the customers in better way.  Conduct Workshops for FSM where they can be trained to deal with customers and provide services on time.  Inspect the different outlet for the free air services as some of the outlets were not having them in service.  Having a resting room/changing room facility at some outlets.  The dealers should be more interactive with the FSM as at the time of dispute they can seek help from them.  Provide pleasant ambience at the retail outlets and employ well trained delivery-boys at outlets to serve customers even better so that customer get delighted.

42

HINDUSTAN PETROLEUM CORPORATION LIMITED

BIBLIOGRAPHY

BOOKS: Marketing Research by Naragundkar Marketing Research by Beri Research Methodology IInd Edition by R. C. Kothari

Websites: www.hindustanpetroleum.com

43

HINDUSTAN PETROLEUM CORPORATION LIMITED

QUESTIONNAIRE Survey on customer satisfaction with the services provided at the outlet

Outlet name:-

1. Type Of automobile  2 wheeler  4 wheeler 2. Gender  Male  Female 3. Type of fuel?  Petrol  Diesel 4. Any suggestion on improving the services?

Rate the following on the scale of 1 to 5 44

HINDUSTAN PETROLEUM CORPORATION LIMITED

(1 being the not satisfied to 5 being fully satisfied) 1 1. Rate overall satisfaction with HPCL Services 2. Employee Professionalism 3. Employee customer friendly relation 4. Customer service 5. The free air service 6. The recent experience in the HPCL outlet 7. Quality of service 8. FSM behavior 9. The process of filling fuel 10. The waiting time in line for filling fuel.

45

2

3

4

5

HINDUSTAN PETROLEUM CORPORATION LIMITED

Survey on FSM job satisfaction Name:-

Outlet place:-

No. of FSM in the Outlet:-

1. Rate overall satisfaction with your job at HPCL?  Excellent  Very good  typical  fair  Poor 2. How long have you working at HPCL?  Less than 6 months  6months-1year  1year-2 year  3-5 year  More than 5 year 3. If more than 5 years...Have you claimed the provident fund?  Yes  No  Not applicable 4. If yes, how much time it took to process?  1 month  2 month  3 month  More than 3 month  N/A 5. Is there a resting room/ changing room in the outlet? 46

HINDUSTAN PETROLEUM CORPORATION LIMITED

 Yes  No 6. Rate the satisfaction level for the following 1 2

3

4

5

0

Wages Security & administration of your Provident fund Sanitation of bathroom Proper cleanliness in the resting room/ changing room Leave system Time schedule Working environment Relation with the dealer (Note:- 1- Very dissatisfied, 2- Somewhat Dissatisfied, 3- Neutral, 4somewhat Satisfied, 5- Very Satisfied, 0- N/A) 7. Do you get your salary on time? Yes No Yes, but delays.

8. If delays, delays by how much time?  1 week  2-3 week  4 week  More than 4 week 47

HINDUSTAN PETROLEUM CORPORATION LIMITED

 N/A 9. Are you aware of the scholarship programs given by H.P.C.L to FSM wards?  Yes  No 10.If yes have you claimed the scholarship program?  Yes  No  N/A 11.Do you get a new uniform in every 6 months?  Yes  Yes, but delays  No 12.If delays, delays by how much time?  1 week  2-3 week  4 week  More than 4 week 13.Does your manager keeps you updated about the new policies?  Yes  No  Neutral

14.How frequently does your manager provide information to you?  Very frequently  Sometime  Occasionally  Never 48

HINDUSTAN PETROLEUM CORPORATION LIMITED

15.Do you have to do overtime?  Yes  No 16.How often?  Very frequently  Sometime  Occasionally  Never 17.How would you rate your manager/dealer in each of the following on a scale of 1 to 5? 1

2

3

Communication Planning Coordinating leadership Interpersonal relationship Motivation 18.Any suggestion for improvement in the service provided?

49

4

5