Print Ioc Final Report

Marketing and Promotion of XtraRewards Loyalty Program Submitted to:

Indian Oil Corporation Limited

Submitted by:

RAj kumar Batch: 2007-2009

Acknowledgement I would like to thank my project guide Mr P.S. Mony, Retail Manager (IOC) for his invaluable guidance during the course of the project.. I also thank Mr.Nilesh Nekaljay Manager (Training and Development H.O) for his inputs and constant encouragement during my internship at IOC.

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Finally, I thank SIES College of Management Studies 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.

Date:

Table of Contents TOPIC IOC-An Introduction Project Synopsis

Pg Nos. 3 11 2

Loyalty programs- An Introduction

13

Loyalty programs at IndianOil

15

Retail outlet Sales

19

Findings and Conclusions

20-21

Prospective Alliances

24

Conclusions & Recommendations

27-28

IOC: An Introduction VISION: “A major diversified, transnational, integrated energy company, with national leadership and a strong environment conscience, playing a national role in oil security & public distribution.”

INDIAN OIL: INDIA’S DOWNSTREAM MAJOR:

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Indian Oil Corporation Ltd. (IndianOil) is India's largest commercial enterprise, with a sales turnover of Rs. 2,47,479 crore (US $ 61.70 billion) and profits of Rs. 6,963 crore (US $ 1.74 billion) for the year 2007-08. IndianOil is also the highest ranked Indian company in the prestigious Fortune 'Global 500' listing, having moved up 18 places to the 135th position in 2007. It is also the 20th largest petroleum company in the world. 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). IndianOil and its subsidiaries account for 49% petroleum products market share, 40.4% refining capacity and 69% downstream sector pipelines capacity in India. For the year 2007-08, the IndianOil group sold 59.29 million tonnes of petroleum products, including 1.74 million tonnes of natural gas, and exported 3.33 million tonnes of petroleum products.

The IndianOil Group of companies owns and operates 10 of India's 19 refineries with a combined refining capacity of 60.2 million metric tonnes 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 (BRPL).

The Corporation's cross-country network of crude oil and product pipelines, spanning about 9,300 km and the largest in the country, meets the vital energy needs of the consumers in an efficient, economical and environment-friendly manner. IndianOil is investing Rs. 43,393 crore (US $10.8 billion) during the period 2007-12 in augmentation of refining and pipeline capacities, expansion of marketing infrastructure and product quality upgradation as well as in integration and diversification projects. As the flagship national oil company in the downstream sector, IndianOil reaches precious petroleum products to millions of people everyday through a countrywide network of about 34,000 sales points. They are backed for supplies by 166 bulk storage terminals and depots, 101 aviation fuel stations and 89 4

Indane (LPGas) bottling plants. About 7,100 bulk consumer pumps are also in operation for the convenience of large consumers, ensuring products and inventory at their doorstep. IndianOil operates the largest and the widest 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. IndianOil's ISO-9002 certified Aviation Service commands over 62% market share in aviation fuel business, meeting the fuel needs of domestic and international flag carriers, private airlines and the Indian Defence 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. To safeguard the interest of the valuable customers, interventions like retail automation, vehicle tracking and marker systems have been introduced to ensure quality and quantity of petroleum products. IndianOil has set up subsidiaries in Sri Lanka, Mauritius and the United Arab Emirates (UAE), and is simultaneously scouting for new opportunities in the energy markets of Asia and Africa.

Lanka IOC Ltd. operates about 150 petrol & diesel stations in Sri Lanka, and has a very efficient lube marketing network. Its oil terminal at Trincomalee is also Sri Lanka's largest petroleum storage facility. Lanka IOC commissioned an 18,000 tonnes per annum capacity lubricants blending plant and a state-of-theart fuels and lubricants testing laboratory at Trincomalee during 2007-08 besides commencing bunkering business. IndianOil (Mauritius) Ltd. has an overall market share of nearly 20% and commands a 32% market share in aviation fuelling business, apart from its bunkering business. It operates a modern petroleum bulk storage terminal at Mer Rouge port, besides 13 petrol & diesel stations. In addition to the ongoing expansion of retail network, IOML has commissioned the first ISO-9001 product-testing laboratory in Mauritius. 5

The Corporation's UAE subsidiary, IOC Middle East FZE, which oversees business expansion in the Middle East, has commenced blending SERVO lubricants and marketing petroleum products and lubricants in the Middle East, Africa and CIS countries.

Performance during financial year 2007-2008 IndianOil's Gross Turnover (inclusive of excise duty) for the year 2007-08 reached a new high of Rs. 2,47,479 crore, up by 12.1 % as compared to Rs. 2,20,779 crore in the previous year. The Profit After Tax was Rs. 6,963 crore. The Corporation sold 59.29 million tonnes of petroleum products during the year 2007-08, as compared to 54.84 million tonnes during the previous year. This includes sale of natural gas, which has gone up to 1.74 million tonnes in 2007-08 as compared to 1.48 million tonnes in the previous year. In addition, product exports rose to 3.33 million tonnes from 3.13 million tonnes in the previous year. The Corporation’s seven refineries surpassed 100% capacity utilisation and clocked the highest ever throughput of 47.4 million tonnes. Its pipelines network too registered the highest ever operational throughput of 57.12 million tonnes of crude oil and petroleum products. Among new businesses, Natural

Gas Marketing and Petrochemicals together generated revenues of over Rs 4,600 crore during the year 2007-2008. As a leading public sector enterprise of India, IndianOil has successfully combined its corporate social responsibility agenda with its business offerings, meeting the energy needs of millions of people everyday across the length and breadth of the country, traversing a diversity of cultures, difficult terrains and harsh climatic conditions. The Corporation takes pride in its continuous investments in innovative technologies and solutions for sustainable energy flow and economic growth and in developing techno-economically viable and environment-friendly products & services for the benefit of its consumers.

INDIAN OIL- A NATIONAL BRAND 6

IndianOil has been adjudged India's No. 1 brand by UK-based Brand Finance, an independent consultancy that deals with valuation of brands. It was also listed as India's 'Most Trusted Brand' in the 'Gasoline' category in a Readers' Digest AC Nielsen survey. In addition, IndianOil topped The Hindu Businessline's "India's Most Valuable Brands" list. However, the value of the IndianOil brand is not just limited to its commercial role as an energy provider but straddles the entire value chain of gamut of exploration & production, refining, transportation & marketing, petrochemicals & natural gas and downstream marketing operations abroad. IndianOil is a national brand owned by over a billion Indians and that is a priceless value.

IOC- Products IndianOil 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, IndianOil is widely recognized as India’s dominant energy brand and customers perceive IndianOil as a reliable symbol for high quality products and services. Benchmarking Quality, Quantity and Service to world-class standards is a philosophy that IndianOil 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.

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IndianOil is a heritage and iconic brand at one level and a contemporary, global brand at another level. While quality, reliability and service remains the core benefits to our customers, our stringent checks are built into operating systems, at every level ensuring the trust of over a billion Indians over the last four decades. The Retail Brand template of IOC consists of XtraCare(Urban), Swagat(Highway) and Kisan Seva Kendras(Rural). These brands are widely recognized as pioneering brands in the petroleum retail segment. IndianOil’s leadership extends to its energy brands - Indane LPG, SERVO Lubricants, Autogas LPG, XtraPremium Branded Petrol, XtraMile Branded Diesel, XtraPower Fleet Card, IndianOil Aviation and XtraRewards cash customer loyalty programme.

IOC Services IndianOil provides a wide range of marketing services and consultancy in fuel handling, distribution, storage and fuel/lube technical services. With a formidable bank of technical and engineering talent, IndianOil is fully equipped to handle small to large-scale infrastructural projects in the petroleum downstream sector anywhere in the country. Our project teams have independently or jointly as a consortium, have set up depots, terminals, pipelines, aviation fuel stations, filling plants, LPG bottling plants, amongst others. IndianOil's fuel management system to bulk customers offer customized solutions that deliver least cost supplies keeping in mind usage patterns and inventory levels. A wide network of lubricant and fuel testing laboratories are available at major installations which is further backed by sector-wise expertise 8

in the core sectors of power, steel, fertiliser, gas plants, textile mills, etc. Cutting edge systems and processes are designed around one simple belief-to provide valuable customers with an unbeatable edge in their business. IndianOil's supply and distribution network is strategically located across the country linked through a customized supply chain system backed by front offices located in conceivably every single town of consequence.

The wide network of services offered by IndianOil, Marketing Division is illustrated in this section, which includes; commercial/reticulated LPG; total fuel management/ consumer pumps; IndianOil Aviation Service; LPG Business (nonfuel alliances); loyalty programs; retail business (non-fuel alliances) and SERVO technical services.

IOC Brands:

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PROJECT SYNOPSIS 10

Project Title: Marketing and Promotion of XtraRewards 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 customers are well known by the brand managers. The cost of acquiring a new customer is always more than retaining an old customer.

Loyal customers 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 brands 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 form.

With increasing oil prices and competition increasing at a rapid pace ,many oil marketing companies are finding it difficult to operate profitably in India. Indian Oil Corporation Ltd,is no exception to this reality. Thus to retain its existing customers, many new iniatives have been adopted by the organization. One such big idea is XtraRewards Loyalty Program.

In this project, we have been assigned IOC retail outlets which are participating in the XtraRrewards Loyalty program. Our task is to promote and sell the XtraRewards Loyalty card to the customers and at the same time garner customer opinions and suggestions about the loyalty program. Tapping local alliances is another aspect of this project. At the same time, we have to check whether the retail outlets are carrying out the implementation of the loyalty program in the right way.

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Objective of the Project: •

To promote and sell “XtraRewards loyalty cards at IOC retail outlets.

• To obtain customer opinions and suggestions at IOC retail outlets and give recommendations to IOC to improve the implementation of XtraRewards loyalty program. •

To find out prospective alliance partners for the XtraRewards loyalty program.

Areas covered under the project: IOC retail outlets in Mumbai and Navi Mumbai

LOYALTY PROGRAMS- AN INTRODUCTION:

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Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behaviour — behaviour 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 a 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 'cash 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 13

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 the use of loyalty programs, while others, such as eBay, attribute much of their financial success to a well-executed use of such programs.

Loyalty programs at Indian Oil

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IndianOil's loyalty programs are designed exclusively to benefit customers who have been patronizing the brand for over four decades.

XTRAPOWER Fleet Card program: The XTRAPOWER Fleet Card program is a complete smart card-based fleet management solution for fleet operators and Corporates for cashless purchase of fuel & lubes from designated retail outlets of IndianOil through flexible pre-paid and credit facilities.

The fleet card program also offers an exciting rewards program and unique benefits like personal accident insurance cover and vehicle tracking facilities. In just under two years of its launch, IndianOil's XTRAPOWER Fleet Card has emerged as the largest fleet card in the country with the widest retail outlet coverage.

Any business entity owning or operating a vehicle fleet can become a member of the XTRAPOWER fleet card program at a nominal annual charge. Each fleet owner is issued a Fleet Control Card and vehicle-specific Fleet Cards for every vehicle enrolled under the program.

For enhanced security, the fleet card transactions are authorized through unique Personal Identification Number (PIN). Moreover, the card can help track each vehicle's movement across remote corners of the country leading to an improvement in vehicle utilization and route compliance. XTRAPOWER is also backed by IndianOil's vast infrastructure network and web-based support services.

XTRAREWARDS Loyalty Program

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IndianOil XTRAREWARDS is India's first on-line rewards program that seeks to inculcate the habit of redeeming points. The loyalty program rewards customers paying by cash, credit and debit cards.

Each transaction is confirmed on-line through a charge slip and customers can earn points on fuel/lube purchases at participating IndianOil Retail Outlets. Additional points can also be earned outside the IndianOil network, covering prominent FMCG, Food, Automobile, Travel, Entertainment, Apparel and Hospitality sectors.

XTRAREWARDS is currently active in Mumbai, Ahmedabad, Bangalore, Mysore, Coimbatore and Chennai. It will be shortly available in other markets like Delhi. Apart from redeeming the accumulated points instantly on fuel / SERVO Lubes at participating Retail Outlets, the card holder can also redeem the points to get some 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 (022-2880 9030).

The program continuously provides the cardholder with privileges, benefits and offers from alliance partners like Domino's Pizza, Subhiksha, Rediff Shopping, Kumaran Silks, Dhabba Express, Chennai Corporate Club and Archana Sweets.

Point system: When customer spends Rs. 75 then he earns 1 point. The balance amount gets carry forward in next cash transaction. As a member, the customer can earn Xtrareward points (XRPs) on purchase at participating Indian oil retail outlets 16

and enjoy specific benefits at franchisees, affiliates and outlets of alliance partners with whom Indian oil may have alliance from time to time. The XRPs earned can instantly be redeemed for fuel and servo lubes at participating Indian oil retail outlets. Customer can also redeem the points against items given in the rewards catalogue. Apart from rewarding cash customers, the program also rewards customers who pay by credit or debit cards. However, the customer has to produce his XTRAREWARD card to earn XRPs.

Point system in Xtrarewards: Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Product Description Rs 100 worth of fuel Rs 100 worth of petrol + oil mix Rs 100 worth of Xtra Premium Rs 100 worth of Xtra Premium + oil mix Rs 100 worth of Xtra mile Rs 100 worth of diesel Rs 100 worth of auto LPG Rs 100 worth of CNG 500 ml servo 2T supreme 40 ml servo 2T supreme pouch 60 ml servo 2T supreme pouch 1 litre servo super multi grade 20w-40 500 ml servo kool plus

XRP’s Required 334 334 334 334 334 334 334 334 234 20 29 460 400

Some of the offers given by alliance partners are:  Subhiksha : Two ZOOP noodles packet free on purchase of Rs. 250/-.  Dominos : Rs. 50/- off on each midsize dominos pizza.  PVR cinema : Rs 10/- off on eatables purchased in PVR cinema. 17

 Rajdhani Thali : 10% off on each Rajdhani Thali.  Yoko Sizzlers : 10% off in Yoko Sizzlers AC Restaurants.

Retail outlet Sales:

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We were assigned IOC retail outlets which are participating in the IOC XtraRewards loyalty program. The following are the number of cards sold per retail outlet:

S.No. NAME OF THE RETAIL OUTLET 1 Goregaon Auto Service

LOCATION NUMBER OF CARDS SOLD Goregaon 164

2

Pushpak Auto and Gas Station

Jogeshwari

210

3

Sahara Hospitality Limited

Vile Parle

8

4

3 star fuel

Bandra East

35

5

Kini’s causeways

Bandra West

150

6

Shri Siddhivinayak S.Stn

Dadar West

233

7

Matunga Auto Service

Matunga

21

8

Asha Auto service

Kurla

82

9

Poonam Auto Service

Chembur

40

10

Joaquium Petroleum

Chembur

104

11

Vashi Petroleum

Vashi

95

12

Sri Sai Auto Service

Nerul

30

13

Belapur Automobiles

Belapur

32

14

IBP COCO

Malad

37

TOTAL

1241

Findings :

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• XtraRewards scheme is not available at all the retail outlets of Indian oil. The scheme is available in only 350 retail outlets in India. In Mumbai the scheme is available in only 22 outlets while the competitors Petro card (BPCL) is available in about 123 outlets in Mumbai •

Most of the people are not aware regarding the XtraRewards scheme, IOC should try to create awareness regarding the program by means of advertising.

•

Pump-attendants are not interested in selling the cards.

•

Offers such as 10 Rs. Off on large combo packs in PVR cinemas did not interest customers.

•

People were not able to avail the benefits offered by various alliances such as “Subhiksha , “Domino’s Pizza”, “Yoko Sizzlers”, “Essel world”.

• Cards which were sold by dealers earlier were not registered with IOCL as a result of which cards started getting blocked. • Lack of internet facility at some of the outlets.

•

•

Booklets are in English. This could not be understood by all the people.

•

There are no pamphlets available at pumps, which could give a brief idea about the loyalty program.

There is no dedicated person for collecting the forms. So, there is a large backlog of forms.

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•

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

•

Website of XtraRewards is not regularly updated.

Conclusion: XtraRewards 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. Positioning of the loyalty program is very critical so that these benefits do not appear to be a just discount under the garb of loyalty this greatly affects the customer retailer relationship and greatly reducing the program to a pure commercial transaction where the customer constantly looks for deals. 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 life time. 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.

Recommendations 21

Ideas to increase & retain customer base  Target new vehicle owner by tie up with the car companies and give XTRAREWARDS card with every new vehicle. 

If any card is not used for more than 30 days by the customer then automatic message should be generated to remind the user.

 Try to know actual reasons for not using the card for longer period of time by the customer as retaining one customer is better than acquiring 6 new customers.  Bring awareness about the card through media advertising.  XTRAREWARDS program website should be updated time to time with details of the new as well as upcoming offers. At retail outlets  Put a digital display on retail outlets (i) To communicate with the customers about IOC program & brands and (ii) for advertisement of alliance partners & earning revenue out of it.  Motivate pump attendants by giving price to “attendant of the month” which will be the highest card seller of that month.  XTRAREWARDS Banners should be put at proper location in the pump  Stock replenishment of the cards should be taken care off.  XTRAREWARDS program should be started at all other locations as soon as possible.

 Pump attendants should get training frequently and as most of the staff at the pump is not educated, a comprehensive training has to be provided to the pump attendants about XTRAREWARDS program. 22

 The objective of the loyalty program should be made transparent to the attendants. They should be taught to use the swiping machine carefully and accurately using different options and also various messages of error in the machine For Welcome kit 

Application Form as well as information booklet should be in Hindi and Marathi.

 Pamphlets should be distributed to all pumps & renewal of pamphlets should be done as & when new offers from alliance partners come.

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Prospective Alliances for XtraRewards Loyalty Program Alliance Partners of IOCL for Xtrarewards program Indian Oil Corporation Ltd has tied with many branded companies to give variety of benefits to their customers through xtra reward card program. Alliance partner such as Essel World, Water Kingdom, Yoko sizzlers, subhiksha, Pizza Hut, Vishal Mega Mart, PVR, are giving Different discounted offers to the Xtrareward card holders. These alliances are beneficial for both Indian Oil and the alliance partner. Indian Oil can increase their customer base through these alliance and these alliance partners can market their brand at Indian Oil petrol Pumps.

Need for Local alliance partners For a loyalty program to succeed, it is essential that it should have tie-ups with many alliance partners. This helps members of all socio-economic groups to access the benefits of a loyalty card program. More specifically, if the outlets situated nearby to an Indian Oil petrol pump are tapped, then it would help Indian Oil’s loyal customers to a great extent. Hence we decided to tap the nearby outlets to convince them to participate in the Xtrarewards Loyalty Program. Objectives of the project: There are four major objectives for which we need to tie-up with various local clients. •

To tap local alliance partners for Xtrarewards program.

•

To promote the loyalty program in Mumbai.

Following are the potential alliance partners who were approached and agreed for Tie-ups: 24

S.No Potential Alliance Partners

Location

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1.

Fab India

Pali Hill, Bandra (West)

2. Lucky Biryani

Bandra (W)

3. Saayba Restaurant

Bandra (W)

4. Mama Mia (Pizza Outlet)

Hill Road, Bandra (W)

5. Asha Auto Service Centre

Kurla (W)

6. ChiragDin (Auth. Raymond Showroom)

Kurla (W)

7. Cafe Vrindavan

Sion (W)

8. Hotel Ramdev

Sion (W)

9. Suvidha

Dadar (W)

1 Koutons 0.

Dadar (W)

1 Oxemberg 1.

Dadar (W)

1 Wellhome 2.

Dadar (W)

1 Mark 1 3.

Dadar (W)

1 Time Square- The Time Gallery 4.

Dadar (W)

1 Gelato IceCream Outlet 5.

Dadar (W)

1 Swarg 6.

Dadar (E)

1 Star Cloth Stores (Auth. Raymond 7. Showroom)

Dadar (W)

1 Cyclone Apparel Store 8.

Parel

1 Reebok Factory Price Shop 9.

Parel

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2 Spencer’s 0.

Nerul

2 Apollo Pharmacy 1.

Nerul

2 KB’s Fair Price 2.

Nerul

2 Dupont 3.

Andheri (W)

2 Thyrocare 4.

Chembur

2 Monginis Cake Shop 5.

Andheri (W)

2 Ginger Hotels 6.

Andheri (W)

2 Acres Club 7.

Chembur

2 Glance Opticians 8.

Chembur

2 Celebration Restuarant 9.

Chembur

3 A.P. Mani & Sons Veg and Fruits Pvt. Ltd 0.

Chembur

3 OvenHot Bake Shop 1.

Chembur

3 Classic Restuarant 2.

Matunga

3 Cafe Coffee Day 3.

Matunga

3 Garnish Restuarant 4.

Matunga

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3 Monginis Cake Shop 5.

Matunga

3 Soft Corner ice-cream Parlour 6.

Matunga

3 Cafe Mysore 7.

Matunga

3 Favia Chocolate Shop 8.

Matunga

3 DP’s Restuarant 9.

Matunga

4 Hokey Pokey Ice-cream Shop 0.

Matunga

4 Apple Apparel Store 1.

Matunga

Findings: • Prospective alliances were very supporting and welcoming .They had goodwill for IOC. •

Dealers who showed interest appreciated the offer provided and were eager to continue talks with IOC.They were also ready for a tie up of their branches with IOC.

•

Some of the prospective alliance partners were not aware of IndiaOil XtraRewards Loyalty Program. Hence they were not interested. Also due to the increase in the oil prices they were apprehensive of getting into an alliance with IndianOil.

Recommendations

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•

More IOC retail outlets should be covered under the Xtrarewards loyalty program so that prospective alliance partners are interested in joining the program.

•

Get in more food, apparel stores as partners. Alliances with book stores, eg Crossword etc would also be beneficial.

• Products for both the genders is needed, there are very less gifts to attract women.

•

Advertise the Loyalty Card more, so the alliances would be willing to joint IOC program.

•

Organized follow-up to convert a prospective alliance into an active alliance.

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