1

Acknowledgement:

It gives us an immense pleasure to express our sincere and

heartfelt deep sense of gratitude to the Teachers of our
department from our Institute and the respective Organization.
First of all I would like to express my warmest gratefulness to
our Project Head Mr. Sarobindu Mohanta [Sr. Mgr. (FM),
WBSO] and Project Guide Mr. Shovan Kumar Mondal
[Dy. Mgr. (FM), WBSO] for their valuable guidance and
advices. And special vote of thanks to Mrs. Maria
Bhattacharya [Ch. T & D Manager, ER] for giving us the
opportunity to serve IOCL as trainees. They have been
closely involved in guiding us to develop this project
throughout the process.
We would also like to express our special thanks to our
MPSM HOD Mr. B. K. Choudhury and our MPSM-TLM
course coordinator Mrs. Jayanti De for giving us an
opportunity to do this project.
Last but definitely not the least I would like to thank all the
people who sacrificed their valuable time and patiently helped
us during this process, which helped us in completing this
project.

_______________

_______________

____________

____________________

(PROJECT HEAD)

(PROJECT GUIDE)

(T&D HEAD)

(COLLEGE DEPT. HEAD)

Contents of the Study:

Topics

Page No.

Introduction of Students

Company Profile

5-7

Research Motivation

Research Objective

Research Methodology

10

Product Brief

11-14

Activity

15-22

Discussions & Findings

23-25

Suggestions & Recommendations

26

Limitations

27

Conclusion

28

Appendix

29

Students Introduction:

We, the students of IISWBM, Dept. Of Masters Of Public

Systems Management (M.P.S.M) [Spl. Transportation and
Logistics Management (TLM)] was given the privilege to do
a summer internship in INDIAN OIL CORPORATION
LIMITED (IOCL) from 23.06.2015 to 10.07.2015.
Students who worked under the Project Guide Mr. Shovan
Kumar Mondal were:
Miss. Ratnadipa Sarkar pursuing M.P.S.M (TLM) 20142016 batch, graduated with Bachelor of Business
Administration Honours [B.B.A. (H)]

Mr. Ritabrata Mukherjee pursuing M.P.S.M (TLM) 20142016 batch, graduated with Bachelor of Science in Hotel and
Hospitality Administration [B. Sc. (H&HA)]

Mr. Santanu Banerjee pursuing M.P.S.M (TLM) 2014-2016

batch, graduated with Bachelor of Technology in Electronics
and Communication [B. Tech. (ECE)]

Company Profile:
Indian Oil Corporation (IndianOil) is India's largest
commercial enterprise, with a sales turnover of Rs.
4,50,756 crore (US$ 73.7 billion) and profits of Rs. 5,273
crore for the year 2014-15. It is also the leading Indian
corporate in Fortune's prestigious 'Global 500' listing of
the world's largest corporates, ranked at the 96th position
for the year 2014.

As India's flagship national oil company, with a 33,000-strong

work-force currently, IndianOil has been meeting Indias
energy demands for over half a century. With a corporate
vision to be 'The Energy of India' and to become 'A globally
admired company,' IndianOil's business interests straddle the
entire hydrocarbon value-chain from refining, pipeline
transportation and marketing of petroleum products to
exploration & production of crude oil & gas, marketing of
natural gas and petrochemicals, besides forays into alternative
energy and globalisation of downstream operations.

Having set up subsidiaries in Sri Lanka, Mauritius and the

UAE, the Corporation is simultaneously scouting for new
business opportunities in the energy markets of Asia and
Africa. It has also formed about 20 joint ventures with reputed
business partners from India and abroad to pursue diverse
business interests.

The main products of IndianOil are petrol, diesel, LPG, auto

LPG, aviation turbine fuel, lubricants and petrochemicals:
naphtha, bitumen, kerosene etc.
IndianOil operates the largest and the widest network of fuel
stations in the country, numbering about 20,575 (16,350
regular ROs & 4,225 Kisan Seva Kendra). It has also started
Auto LPG Dispensing Stations (ALDS). It supplies Indane
cooking gas to over 66.8 million households through a
network of 5,934 Indane distributors.
The main services offered by IndianOil are Refining,
Marketing, Pipelines, R&D and Training. IndianOil's
Research and Development Center (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.
XTRAPOWER Fleet Card Program is aimed at large fleet
operators. Currently it has 1 million customer base.
XTRAREWARDS is a recently launched loyalty program for
retail customers where customers can earn reward points on
their purchases.
Company is Currently Contributing towards four different
segments of Downstream Operations in Indian Oil Industry
which are as follows: Refining
Pipeline Transportation
Fuel Marketing
Research & Development

Under the marketing segment IOCL is currently running a

Customer Loyalty and Relationship Management Programme
and it has been categorized under four sub-divisions which are
as follows:

XTRAPOWER Fleet Card

EasyFuel Card
Driver Card
Rural Card

Research Motivation:
This study of this topic and the interaction and insight that we
received from the Transporters and Drivers helped us enhance
our knowledge about the Industry. We really think that all the
knowledge that we got after meeting each person and studying
the Industry is very precious. We got to know how to
convince the managers of the transport companies or the fleet
owners to apply for these support service program, how to
talk with them professionally and most of all how to resist
their behaviour whether bad or good, which we think has
benefitted us to get us the practical experience of the
professional world. Mr. Shovan Mondal was our motivation
for this research as he guided us and also exhibited us his
skills throughout the entire period by taking us with him to the
professional
world
and
guiding
us
so
much.
The scope of this Research is limited to the industry analysis
and the current industry scene. The time allotted to the project
is limited. As top management employees are very busy and
time conscious it was not possible to meet them personally
and make discussions more interactive.

Research Objectives:
Logistics is a huge service and support industry, and the
primary target market for Oil Companies like Indian Oil. As
due to unstructured and primitive operation module, the
logistics industry is lacking efficient and effective operation.
And Indian Oil is also facing challenges from emerging
competitors like Bharat Petroleum, Hindustan Petroleum, and
Reliance Petroleum.
At this verge of state, the main objective of this project is to
provide insight regarding how Indian Oil is approaching to
grab bulk market share by initiating Customer Relationship
Management and providing subsidiary operational support to
the industry.

Understanding Transportation and Logistics Industry

Understanding Fleet Card Programme
Understanding Various Other Programmes
Understanding How Both The Parties Are
Complimenting Each Other
Identifying and Categorizing Transporters
Understanding Fuelling Details
Identifying Affecting Issues
Identifying Operational Segmentation and Outlook
Identifying Operational Requirements
Identifying Existing Facilities
Understanding Awareness Level
Identifying Real Time Outcomes and Providing Insights

Research Methodology:
Collection of Primary Data:
The Primary Data was collected from the Indian Oils official
website links which are as follows:http://www.iocxtrapower.com/xtrapower-fleet-cardFAQs.html
http://www.iocxtrapower.com/iocl_easyfuel/easy-fuel-cardfaqs.html
http://www.xtrarewards.com/extrarewards/Site/Faqs_custome
r.aspx
And also through some helpful briefing that was done to us by
Mr. S. Mohanta.
Collection of Secondary Data:
The Secondary Data was got through e-mail that we got from
Mr. Shovan Kr. Mondal and some from the product booklet
and samples that we had got. And helpful insights from Mr.
Sudip Dey, Business Manager, COCO-Unsani and Mr. Saheb
Singh Kunwar, Pump Dealer, RO-Kidderpore. The feedback
and free form interviews that we got from the Fleet Owners,
Drivers and Pump Staffs were a source of data.

10

Product Brief:
As we worked mostly on the customer loyalty and
relationship management segment of IOCL, we dealt directly
with the customers with few products which are as follows:-

11

12

13

14

Activity:
Driver Card Issuing
With the help of Mr. Sudip Dey, Business Manager,
COCO-Unsani and other Pump Operatives we managed
to enrol 17 drivers for the Driver Card, the list is as
follows:1. Chhotelal Yadav(UNSANI0371516DC)
2. Tarakeshwar Shaw(UNSANI0381516DC)
3. Rajkumar Chowdhury(UNSANI0391516DC)
4. Sant Yadav(UNSANI0401516DC)
5. Manish Kumar Singh(UNSANI0411516DC)
6. Bablu Kumar Yadav(UNSANI0421516DC)
7. Parsuram Yadav(UNSANI0431516DC)
8. Surendra Singh(UNSANI0441516DC)
9. Md. Tafsil(UNSANI0451516DC)
10.
Ritesh Singh(UNSANI0461516DC)
11.
Sundeshwar Mahato(UNSANI0471516DC)
12.
Subhash Shaw(UNSANI0481516DC)
13.
Somra Oraon(UNSANI0491516DC)
14.
Ramakant Singh(UNSANI0501516DC)
15.
Gopal Das(UNSANI0511516DC)
16.
Babban Yadav(UNSANI0521516DC)
17.
Unmesh Paswan(UNSANI0531516DC)

15

Sample Driver Card Form

16

Contacting Inactive Customers

With the help of Mr. S. K. Mondal and the database
provided by him we contacted few of the inactive
customers on behalf of the IOCL, here are the extract of
the feedback:Name
of Feedback
Contact
Customer
No.
* Card didnt received and
wants to meet iocl rep.
SRIVASTAV
* Card didnt received and
TRANSPORT
wants to meet iocl rep.
SAHANI
* Card didnt received and
TRANSPORT
wants to meet iocl rep.
JAN
SEVA * meeting fixed : date
TRANSPORT
prescribed by them : after Id
preferably 30th June 2015
name: hasim alam Address:
opposite
T.S
MAN
MARKET
MUZAFERNAGAR
Pin
code :2500012 UP
SATYA NARAYAN * appointment fixed ;
Address :78 Sanchita Park
Bidanagar Durgapur
PRADHAN RAM
* card didnt received issued
from
Baradaiya
Petrol
Pump, WB
LOKNATH
* cards partly active
TRAVELS
monthly oil consumption :
Rs 2-3 lacs and wants to
meet iocl rep
SANTANA PAUL
* unaware of the service;
didnt receive the card yet;
No. of vehicle: 12
PRASAD
* he did not received the
TRANSPORT
card; he issued the card from
: Siliguri Matigara fuel
Centre PETROL PUMP
NAINA
KR * Address : Jorthang
B K AGENCY

9085558555
9733151869
9434087577
9639719878

9434003971

9470214467

9832053770

9749099500

9933842711

9434446625

17

PRADHAN

Majhegao sikkim wants to

meet a representative
KRISHNA KUMAR * Adress : GT ROAD KK
TYRE near Pankaj Motor
OPP. HDFC Bank Moga :
142001 PUNJAB ;More
card needed 17;
HANUMAN
* Curently using BPCL
TRANSPORT
CARD and we have
COMPANY
convienced him to get back
to IOCL
MANOJ GARG
*ADDRESS : GANPATI
MORTOR NEAR TS Man
market Mujafernagar ; Card
didnt received wants to met
the executive
ASHOK
KUMAR * not issued addrs: 500/3
RATHI
kambalwala
bagh
mawmandi mujaffarnagar251001 state: UP

9417239452

7417653485

9760000511

9837172799

Customer Feedback
With the help of Mr. S. K. Mondal and the database
provided by him we contacted few of the XTRAPOWER
Fleet Card customers on behalf of the IOCL, here are the
extract of the feedback:Name of Customer

Feedback

Contact
No.
T S MAAN TRANSPORT * All cards are 9897104104
COMPANY
active and we are
happy with the
service
SUPERINTENDENT
OF * need 114 vehicle 7407526196
POLICE DARJEELING
specific cards and 6
master cards more
AARPEE INFRAPROJECTS * All cards are 8116602920
P LTD
active and we are
happy with the

18

service
COMMANDANT
* Active customer
but
complaining
about discrepancy
NATIONAL
EXPRESS * active card 27 *
CARRIER
use the card from
Parikh
service
station * happy with
the service
VIKAS GUPTA
* 10 active card due
to downsizing the
number of vehicle
S N BOSE AND CO
* All cards are
active and we are
happy with the
service
B S TRANSPORT AGENCY * All cards are
active and we are
happy with the
service
SURESH BANSAL
*
Card
active;
happy with the
service
FRIENDS CONSTRUCTION * All cards are
active and we are
happy with the
service
M P AGARWAL
* All cards are
active and we are
happy with the
service
HYDERABAD
* He agreed to use
MUZAFFARNAGAR TPT the service more
CO
frequently
RENTAL CARS
* all card are in use
and they are happy
with the service
NAND KISHOR SWAMI
* card active and
happy
JAYANTA KR MODAK
* cards are active
and happy with

9434756327

9335451199

9855606537

9434066550

9002514642

9434012413

9733225109

9332872055

9897917698

9434744710

9474349126
9434112714

19

service
MANOHAR SINGH
* Cards are active
and Customer is
happy
GWALIOR MOTOR
* Cards are active
but more Driver
awareness
is
required
KRISHNA
KUMAR * Cards are active
GROVER
and Customer is
happy
BHARAT MARBEL
* Cards are in Pump
and active

9733203824

9915410054

9815232244

9475762624

20

Sample Customer Feedback Form

21

Contacting Potential Customers

We, on our own tried to contact few new and potential
customers regarding this and the idea and objective
behind that was to attract them towards this programme
and motivate them to be loyal IOCL customers, the
feedback received is as follows:-

LIST OF NEW CONTACTS:

Name of Customer
SVT Logistics Pvt Ltd

Trimurti Cargo Corp

Mio Amore
Arvind

Bose

Feedback
* Wants to meet rep., Contact
Person-Rakesh(9437170570),
Addrs:1st Floor Plot No 392,
Leavit Road ,Bhubaneswar,
Bhubaneswar, Orissa ( Central
) - 751001
* Already with BPCL for last
seven years without any single
complaint and they are happy,
if IOCL can offer them the
service which they can't refuse
they will consider IOCL for
next year
* Not interested at present
* Centralized distribution,
suggested to contact Bangalore
hub
* They have small fleet and
that too outsourced, so not
interested at present

22

Discussions & Findings:

Due to the unorganized structure of logistics industry, it is
becoming very difficult for Indian Oil (or any other company
in downstream operations in Indian Fuel Industry) to properly
manage their Customer Database and perform proper
Customer Relationship module which involves drivers as the
primary operators of the industry. And in this way both the
parties are failing to complement each other. After
interviewing the Fleet Owners and Operators in a free form
structure, we found few important facts, which are as
follows:I. Most of the customers were very supporting and
welcoming. They had will for IOCL.
II. Customers who showed interest appreciated the offer
provided and were eager to continue talks with IOCL.
III. They also wanted to know more about the program.
IV. Some of the prospective customers were not aware of
Indian Oil XtraPower Fleet Card Loyalty Program.
Hence, they were not interested.
V. Some of the customers facing technical difficulties while
using the card are not able to understand its operations
clearly.
VI.

VII.

Some customers have no clear idea about its benefits and

they are happy to use their old traditional way of
purchasing oil and lubricants.
Some of the customers considered it as very complex and
benefiting is not so high.

23

VIII.

IX.
X.

XI.

XII.
XIII.
XIV.
XV.
XVI.
XVII.

Customers, most of them are small transporters and they

are keen for this program. Some of them have purchased
the card but the card remains as idle as they have very
less transactions and lack of information about the
benefits.
This scheme is not available at all the retail outlets of
Indian Oil so at times it results problem.
The card swiping machines are not properly maintained
at some places leading to many customer complaints.
Some of the machines are very old and require
replacement.
At some places the attendants are also not interested in
providing this service and basic essential information
regarding it.
Pamphlets are not available at all the retail outlets which
should give a brief idea about these Loyalty Programs.
Pamphlets and booklets are not of use as most of the
people especially drivers are not able to read.
There is no dedicated person for collecting the
application form, so there is a large back log of forms.
There is a lack of internet facility at some of the outlets
and there is a problem of poor network service.
Information regarding XtraPower is not regularly
updated.
The pump based facilities for fleet operators are not well
maintained and upgraded.

24

XVIII. COMPARISON AMONG IOCL, BPCL, HPCL,RIL

COMPARISION OF FLEET CARD IOCL VS OMCS
S
NO

Features

Fleet Cards

Xtra Power
(IOCL)

Smart Fleet
(BPCL)

Drive Track
(HPCL)

Trans Connect
(RIL)

Reloading Facility At ROs

Yes

Yes

Yes

Yes

Instant Redemption

Yes

Yes- Select
Customers

Yes

No

Redemption Option at
Retail Outlet

Yes

No

No

No

Min Pts for Redemption

80000

After 3
months

After 3
months

100000

Reward Items

Fuel, Lubes,
Gift Items

Lubes, Gift
Items

Fuel, Lubes,
Utility Items

Fuel, Lubes

Loyalty Point Value (paise)

1.5

Basic Minimum Reward

(paisa per Rs 100/-)

15

15

30

50

Cash loading on Multiple

Cards

Yes

Yes

Yes

Yes

10

Fund Allocation to specific

cards

Yes

Yes

Yes

Yes

11

Online PIN Unblocking

Yes

Yes

Yes

Yes

12

Instant Fuel Redemption

Yes

No

No

No

13

Insurance Cover

Yes

No

No

No

14

Lost Card Liability

Insurance

Yes

No

No

No

15

24 X 7 Help line

Yes

Yes

Yes

Yes

Offerings

25

Suggestions & Recommendations:

After we gone through the entire process, we found few areas
which needed improvement regarding few aspects, and with
accordance to those we are obliged to provide insights from
our perception, which are as follows: Driver Awareness should be the primary focus, as they
are the primary level of operators. And as this is a
beneficiary program for both the industries
complementing and the staffs, who are part of the entire
process, the Govt. should push this effort in an integrated
approach.
As there is shortage of time, because in any working
conditions the operators do not have much time, the
process should be designed with ease of access for
everyone.
The Pump Operatives and Assistants should have more
product knowledge and they should motivate potential
customers.
Proper Database Management and optimum use of
Database Resources should take place.
The COCO & RO pumps should introduce few value
added services to attract more customers.
There should be provision for ground level integration
with private players in order to achieve common goals in
highway business.
Audio-Visual kiosks should be engaged for promoting
the products without involving manpower.
More OTA (over the air-radio) promotion should take
place.
As we all know locations attracts potential customers, so
we should concentrate on maximum use of available
place and resources.

26

Limitations:
1. SMALL UNIVERSE
The Universe for this study is too small therefore the findings
may not truly represent the conditions in the entire industry.
2. PROBLEM OF ACCESSIBILITY
It was very difficult in approaching the executives or the
students as they would be busy, despite prior appointments;
they were inaccessible at times being engaged elsewhere.
3. CONSTRAINTS OF TIME
The respondents due to non availability of time could not
discuss many aspects of the topic in depth.
4. LACK OF INTEREST
Many respondents were just not interested in interacting as
they considered it to be a waste of time, a non lucrative
approach. This negative approach was quite impairing.

27

Conclusion:
Customer loyalty comes in three phases. The first derives
from Location. The next phase is meeting the needs of the
customer profile. The third phase down is retailers loyalty
programs. Most consumers are multi loyal.
The key to a successful business is a steady customer base.
After all, successful businesses typically see 80% of their
business come from 20% of their customers. XtraPower is a
step of IOCL towards building loyalty among the existing
customers. Loyalty program works only if the customer is
emotionally attached to the brand.
The best way to keep customers loyal is to provide a good
product or a service that provides good value for money.
Branding alone will not make customers loyal, but backup a
good product and customer service with branding and loyalty
will develop quicker.
Knowing which customer groups are more important to us
allows crafting recognition and rewarding strategy that piques
their interest.
Much more has to be done and much improvement is required
to compete with world class companies in the downstream
sector like Reliance etc. as these companies like Reliance,
Essar, ONGC are to set up their own retail outlets in future
and will be giving a tough competition to Indian Oil.

28

Appendix:
Fleet Card Users in West Bengal
Data is taken from various places in west Bengal through direct interact with customers and
Retail Outlets on the base of percentage.

AnalysisAbove table shows that out of 100 respondents, 55 respondents are using IOCL XtraPower
fleet card, 30 respondents are using BPCL SmartFleet & 15 respondents are using HP drive
track.
InferencesFrom the above analysis it shows that, 55% of respondents IOCL customers, 30% of
respondents BPCL customers & 15% of respondents are HPCL customers. It means that most
of the customers are using IOCL customers and they are satisfied with IOCL products
including fleet card.

29