VED PRAKASH Final Project

7/31/2019 VED PRAKASH Final Project

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As the part of the curriculum the researcher has choosen the topic as COMPETATIVE

ANALYSIS OF MOBIL 1 , TheWorld leading Synthetic Engine Oil. The present

research has focused on to find out WHAT WILL HELP RAKA OIL COMPANY TO

IMPROVE MARKET SHARE IN PUNE? Intention behind this research is very much to

improve the Mobil 1 sales in Pune.

In the world of Automotive Lubricants where Engine oil plays important role in every

business, Mobil 1 technology has an important role in Engine Oil. Taking Engine Oil

with the increase in customer demand for high performance engine oil, every leading car

manufacturers has approved the use of higher specification Engine Oil supplied by M/S

Exxon Mobil Pvt Ltd.

In India there are many players in the lubricants market such as Servo, Shell, Castrol,

Mak etc., which are providing excellent product and making their mark at lower cost.

In Pune, Raka Oil Company is the only Strategic Business Partner of Exxon Mobil.

Thus it becomes important for Raka Oil Company to understand the customer needs. To

be competitive, this survey tries to analyze the promotion of Synthetic oil.

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INDUSTRY PROFILE

TYPE PUBLIC

INDUSTRY OIL AND GAS

FOUNDER JOHN D. ROCKEFELLER

HEADQUARTER IRVING, TEXAS, USA

AREA SERVED WORLD WIDE

KEY PEOPLE REX W. TILLERSON(CHAIRMAN & CEO)

MARK W. ALBERS

(VICE PRESIDENT)

PRODUCTS FUELS,LUBRICANTS,PETROCHEMICALS

REVENUE US$310.58 BILLION

EMPLOYEES 79,900

WEBSITE www.exxonmobil.com

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http://www.exxonmobil.com/http://en.wikipedia.org/wiki/File:Exxon_Mobil_Logo.svghttp://www.exxonmobil.com/


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ABOUT EXXON MOBIL

The Exxon Mobil Corporation, orExxon Mobil, is an American multinational oil and gas

corporation. It is a direct descendant of John D. Rockefeller's Standard Oil company, and

was formed on November 30, 1999, by the merger of Exxon and Mobil. It has its

headquarters in Irving, Texas.

Exxon Mobil is one of the largest publicly traded companies in the world, having been

ranked either #1 or #2 for the past 5 years. Exxon Mobil's reserves were 72 billion oil-

equivalent barrels at the end of 2007 and, at then (2007) rates of production, are expected to

last over 14 years. The company has 38 oil refineries in 21 countries constituting a combined

daily refining capacity of 6.3 million barrels.

Exxon Mobil is the largest of the six oil super majors with daily production of 3.921 million

BOE (barrels of oil equivalent). In 2008, this was approximately 3% of world production,

which is less than several of the largest state-owned petroleum companies. When ranked by

oil and gas reserves it is 14th in the world with less than 1% of the total.

Exxon Mobil has a rich history as an innovator in lubrication technology. The story began in

1966 with the invention of vacuum distillation, a revolutionary technology that enabled us to

manufacture breakthrough lubricants for Americas first Automobiles and industrial

machines.

The story takes on a new dimension with the chance invention, decades later, of unique

lubricant molecules. Alert scientist recognized new potential in these molecules, classified as

synthetics and management envisioned a second revolution in lubrication technology- one

that would drive equipment efficiency, reliability, and productivity far beyond what was

possible with ordinary oils.

Exxon Mobils network of reliable and efficient manufacturing plants, transportation

systems, and distribution centers provides clean fuels, lubricants, and other high-value

products and feed stocks to customers around the world. Exxon Mobil has interests in 38

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refineries located in 21 countries and markets its products through more than 32,000

retail service station.

There are 3 Business Segments of Exxon Mobil

1. Industrial

2. Whole Sale & Aviation

3. Marine

Exxon Mobil is the worlds No. 1 supplier of lube base stocks and a leader in marketing

finished lubricants, asphalt, and specialty products. Worldwide, we market products

under the Exxon, Mobil, and Esso brands.

COMPETITORS OF EXXON MOBIL

Shell

Servo

Castrol

Mak

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Company Profile

Introduction:

TYPE PRIVATE

INDUSTRY OIL AND GAS

FOUNDER MR. BANSI LAL RAKA

HEADQUARTER PUNE

AREA SERVED MAHARASTRA & GOA

KEY PEOPLE RAJENDRA RAKA( CHAIRMAN & CEO)

KAPIL RAKA(MANAGING DIRECTOR)

BUSINESS PARTNER EXXON MOBIL

PRODUCTS LUBRICANTS(AUTOMOTIVE & INDUSTRIAL)

REVENUE 36 CRORE

EMPLOYEES 45

WEBSITE www.rakaoil.com,www.mobil1.com

ABOUT RAKA OIL COMPANY -

Raka Oil Company, a trusted name in the oil sector, founded in 1995, is an strategic

business partner for Esso and Mobil Branded Automotive and Industrial lubricants in

Parts of Maharashtra and Goa. Raka Oil has its head office at Pune and Branch office at

Goa. The major strength of Raka Oil Company is the capability to provide complete

lubrication solutions to customers. Raka Oil offers its customers expanded line of

Lubricants from Mobil and Esso.

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http://www.rakaoil.com/http://www.mobil1.com/http://www.mobil1.com/http://www.rakaoil.com/http://www.mobil1.com/


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Besides distribution of Esso and Mobil branded lubricants, the group companies are

involved in the following businesses.

Raka Gas Service: Distributor for Bharat Petroleum Corporation

Raka Gas Service was incorporated in 1964, is involved in Petroleum sector for the last

42 years. The company is involved in the following activities:

Distribution of LPG Cylinders for Domestic & Industrial market for Bharat

Petroleum Corporation Ltd.

LPG Multi Cylinder Installation for Industrial & Commercial Purpose

LPG Commercial & Industrial Fittings

LPG Reticulated System (Piped Gas)

QUALITY POLICY OF RAKA OIL COMPANY

Raka Oil Company is committed to customer satisfaction by providing lubricants and

greases which meets and exceeds customer requirements and expectations. They also

commit to provide the highest quality of services with integrity by consistently adhering

to the highest ethical standards.

They shall strive to achieve this by:

Providing just in time deliveries which shall reduce customer down time.

Gaining customer trust by providing genuine and high quality products backed by

efficient service in a cost effective manner through continual improvement in

their performance and

Effective implementation of the QMS (Quality Management System) involving

the entire organization.

They also commit to their employees in particular and the society in general by providing

them a safe and healthy working environment.

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PRODUCT INFORMATION

AUTOMOTIVE LUBRICANTS

1) MOBILDELVACMX15W40

2) MOBILDELVACSUPER130015W40

3) MOBILDELVAC1340

4) MOBIL DELVAC 1330

PASSENGER VECHILE LUBRICANTS

1) MOBIL1 0W-40

2) MOBIL1 5W-50

3) M0BIL SYNT S 5W40

4) MOBIL SUPER XHP 20W-50 (Endorsed by Skoda)

5) Mobil SUPER XHP 10W40 (Endorsed by TATA for Gasoline engines)

6) MOBIL SUPER HP 10W-30 (Endorsed by Ford)

7) MOBIL SUPER 10W 30 (Endorsed for Maruti MPFI Engines)

GEAR OILS / TRANSMISSION FLUID

1) MOBILUBE SHC 75W90

2) MOBILUBE HD 80W-90

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http://www.mobil.co.uk/UK-English/LCW/Files/Mobil_Delvac_MX.pdfhttp://www.mobil.com/UK-English/Lubes/PDS/glxxenpvlmomobil_synt_s_5w-40.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxenpvlmomobil_super_xhp.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxenpvlmomobil_super_xhp.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxenpvlmomobil_super_hp.pdfhttp://www.rakaoil.com/pdf/Mobil%20Super%2010W30.ppthttp://www.mobil.com/India-English/Lubes/PDS/apxxencvlmomobilube_shc_75w-90_80w-140.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxencvlmomobilube_hd_80w-90_85w-140.pdfhttp://www.mobil.co.uk/UK-English/LCW/Files/Mobil_Delvac_MX.pdfhttp://www.mobil.com/UK-English/Lubes/PDS/glxxenpvlmomobil_synt_s_5w-40.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxenpvlmomobil_super_xhp.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxenpvlmomobil_super_xhp.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxenpvlmomobil_super_hp.pdfhttp://www.rakaoil.com/pdf/Mobil%20Super%2010W30.ppthttp://www.mobil.com/India-English/Lubes/PDS/apxxencvlmomobilube_shc_75w-90_80w-140.pdfhttp://www.mobil.com/India-English/Lubes/PDS/glxxencvlmomobilube_hd_80w-90_85w-140.pdf


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MAP OF AREA OF COVERAGE OF RAKA OIL AT PUNE

REASONS FOR SELECTING THE TOPIC

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Today automotive market is almost breaking all records of every business. It is one of the

top most revenue earning business in world, and mostly in INDIA, where now every one

is looking forward to buy a car.As the cost of the car is becoming cheapest day by day.

So its fortunate that their will be a huge demand for Engine Oil in the coming days. And

Pune is counted as one of the leading car seller market in India.

Due to heavy competition companies are worried in maintaining the place in the market

and in such case the main challenge for Engine Oil companies is to provide the best to

the customers. The research will definitely help Raka Oil Company to grow in every

prospect.

IMPORTANCE OF THE TOPIC TO THE COMPANY.

This topic helps the company to know its competitors in the market as well as sales

strategies used by the competitors. This also helps the company in knowing the market

share of the company and simultaneously increasing the sales volume. It also helps the

company to expand into new market. The main importance of the topic is the analyzing

sales promotions of the product by directly interacting with the end consumers , non-userand with retailers. This topic helps the company to segmenting and targeting the

customers, expanding into new market which directly or indirectly increase the market

share of the company. This will also help to determine the customers satisfaction. And

company will look for customer benefits as they try the product before making their final

purchase before becoming their loyal customer.

BENEFIT TO COMPANY FROM STUDY.

Success in business in the emerging, global environment of the 21st century will require

the marketing skills for maximizing the market share of the company. Only an

understanding of the relevant markets can help in analyzing of marketing opportunities

and then device suitable marketing programmers accordingly. Market it means-buyers,

that is, it is necessary to understand the buyers around whom the marketing plans are

formulated and implemented.

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In competitive environment, customer satisfaction is crucial to long term profitability. In

order to meet competition at the market place, the marketing managers are using to add

value to the final product which will reach the hands of consumers. This means in the

ever-changing marketing environment, there is growing concern or awareness among

marketers to go for a careful study of the behavior, which will provide the basis for all

marketing activities.

Corporate objective

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Vision

'The most successful and admired lubricant company, which means that

we are the most trusted company, the easiest to deal with, offer the best

value for money, and set the standards in the in dustry' .

'The most obvious choice for all '.

Mission statement

We aim to be the top lubricant company in the market. This does not just mean to be the

largest or the most productive company in the market; rather it is a combination of

several things like-

Customer service of the highest order

Value for money for customers

Professionalism in carrying out business

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OBJECTIVES OF RESEARCH

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i) To find the market share of Mobil1 engine oil as against the Castrol engine oil.

ii) To study the level of effectiveness of promotional offer.

iii) To know the customer demand for Mobil1 engine oil as against the Castrol

engine oil from retailers.

iv) To understand the shortcomings from the retailers for Mobil1 engine oil with

reference to the sale in their shop.

v) To determine what are the reasons for the retailers on selling more and to

purchase it more.

vi) To give suggestion or recommendation to the company on how to improve or

increase the sale of Mobil1 in Pune.

LIMITATIONS OF THE RESEARCH

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i) The research is confined to certain parts only due to time constraints and does not

necessarily show a pattern applicable to all of country

ii) Some responds were reluctant to divulge personal information which can affect

the validity of all responses.

iii) In a rapidly changing industry changing industry analysis on one day or

one segment can change very quickly the environmental changes are vital to be

consideration in order to assimilate the findings

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RESEARCH METHODOLOGY

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Period of study:

The time period was 50 days for the study, starting from May to July.

Data Used:

The type of data collected comprises of Primary data and Secondary data.

Primary data is the first hand data collected from the Service centers & Retailers. It was

collected through questionnaire.

Secondary data for the study has been compiled from the internet and company

database.

Research Instrument:

The method used for data collection was Questionnaire method. The questionnaire

is a structured one. It was a mixture of open ended, close ended and multiple choices.

The words used were simple and helps in avoiding confusion and misunderstanding

among the respondents.

Research Design:

The Research design is purely and simply the framework of plan for a study that guides

the collection and analysis of data. Descriptive Research design was used for this

research.

Research Approach:

Questionnaire survey method was adopted for completing the data collection in this

research.

Table : 1 Tabular forms of research methodology used.

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1. DATA SOURCE # Primary data & Secondary data

2. RESEARCH INSTRUMENT # Questionnaire

3. RESEARCH APPROACH # Survey

4. SAMPLING PLAN #

a) Sampling unit : Retailersb) Sampling Size : 100c) Sampling Procedure: Random Sampling

5. CONTACT METHOD # Personal

ASSUMPTIONS:-

The analysis and the reporting of the information gathered from various consumers

would be based on certain assumptions, which are as follows:-

1. The information given by the company officials is taken as correct at the face value.

2. Same in the case with the information gathered through the service adviser and

retailers questionnaire. The perception of the both regarding the product, regarding the

product quality, promotion and other aspects is not disclosed suitably. This is also to a

great extent the basis of any conclusion.

3. The information from the secondary sources is accepted to be correct and authentic.

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Analysis & Interpretation

A Survey on the Competitive Analysis of Mobil1 in Pune

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BY Raka Oil Company

i) Do you keep Mobil1 for sale ?

No.of Respondents % of Respondents

YES 100 100

NO - -

Interpretation

The respondents were only those who also keep Mobil1 for sale in their shop.

Therefore the number of respondents are 100 who keep Mobil1 for sale.

ii) How is the sale of Mobil1 in your Retail shop?

No. of Respondents % of Respondents

INCREASING 48 48

DECREASING 36 36

SAME 16 16

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48%

36%

16%

SALES OF MOBIL1

INCREASING

DECREASING

SAME

Interpretation

Out of 100 respondents 48% of respondent say the sale of Mobil1 is increasing in theirretail shop.

36 % say Mobil1 sale decreases in their Retail shop.

The rest says that their sale of Mobile1 is constant..

iii) Which are the different engine oil brands you keep for sale ?


MOBIL1 100 100

SHELL 98 98

SERVO 75 75

CASTROL 100 100

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MAX 60 60

Interpretation

Out of 100 respondents there are 100 % of retailers who keep Mobil1 as well as Castrolfor sale.

Among this 100 retailers 98% are those retailers who also keep Shell for sale along withMobil1.

75% of retailers among respondents who keeps Servo for sale and 60% are those whoalso keeps Max for sale.

iv) Which engine oil brand is more selling?


MOBIL1 40 40%

CASTROL 50 50%

OTHER 10 10%

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Interpretation

Out of 100 retailers 50% retailers are selling more of CASRTOL ENGINE OIL as

compare to MOBIL1 and other local brands.

40% retailers out of 100 retailers sell more MOBIL1 then other brands.

10% of retailers sell more of other brands.

v) What are the reasons for more selling of engine oil brand?

No. of Respondents of

Mobil1

No. of Respondents of

Castrol

Product range 70 30

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Promotional offers 40 60

Advertisement 40 60

Range of price 30 70

Margin 40 60

Customer Demand 50 50

Availability 45 55

Interpretation

Out of 100 retailers 70 retailers sell more of Mobil1 because of product range and 30

retailers sell more of Castrol.

60 retailers sell more of Castrol engine oil because of Promotional Offer as compare

to Mobil1.

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60 retailers sell more of Castrol engine oil because of advertisement as compare to 40

retailers selling Mobil1.

70 retailers sell more of Castrol engine oil because of range of prices as compare to 30

retailers selling mobil1.

60 retailers sell more of Castrol engine oil because of margin they get as compare to 40

retailers selling mobil1.

Customer demand for both the products are equal.

55 Retailers sell more of Castrol engine oil because of availability of product as

compare to Mobil1.

vi) How you find the Promotional offer of the Mobil1?

Impressive Satisfactory Unsatisfactory

Mobil1 20 30 50

Castrol 40 50 10

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PROMOTION OFFER

Interpretation

Out of 100 retailers 40% of retailers find Castrol promotional offer impressive as

compare to only 20% are impressive for Mobil1.

Castrol satisfactory level is 50% as compare to 30% of Mobil1 engine oil.

Mobil1 engine oil unsatisfactory level is 50 as compare to Castrol is lower to

10%

vii) Which size of packs are sold more?

SMALL MEDIUM LARGE

MOBIL1 30 55 15

CASTROL 40 45 15

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Interpretation

Out of 100 retailers 30 retailers sell more of medium size pack of Mobil1 engine oil

where as only 55 retailers sell medium size of medium packs.

In small size packs Mobil1 engine oil is sold more by 40 retailers and castrol is sold

only by 30 retailers.

There are equal number of retailers selling large size of packs i.e. 15

Market Share of Mobil1 engine oil and Castrol

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Interpretation

Castrol engine oil is having 45% market share where as Mobil1 is having 30%

market share in Pune.

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FINDINGS

From the analyses made in my study following below are the findings from the study

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i) Castrol is having more market share as compare to Mobil1 in Pune.

ii) Promotional offer plays a very important role in selling more of Castrol by the

retailers

iii) Mobil1 is having more customer demand as compare to Castrol in the market.

iv) There is less focus given on advertisement for Mobil1.

v) Mobil1 is having more Product line in engine oil segment so the retailers are

having a wide choice to keep the product according to the customer demand.

vi) There are no continuous displays to the retailers for Mobil1 as it is for the

Castrol.

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SUGGESTIONS

With the analyses made and findings done in this study the following recommendationsare put forward:

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i) Provide attractive promotional offers to the retailers as well as to the

consumer so that retailers will purchase more and sell more.

ii) Try to increase the margin for the retailers.

iii) To add new customers give samples of small packs with the

existing product of the Mobil1.

iv) Customers feedback should be constantly made so as to know the

innovation incase required in the product.

v) As customer awareness is more important to increase the market share of

any product more advertisement should be done in the form of hoardings

and commercial advertisement.

vi) Some contest should be run so as to influence the retailers to sell more .

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CONCLUSION

EXXON MOBIL is one of the fastest growing ENGIN OIL Company with its

strengths for ongoing product innovation & renovation. It performs very well.

It still have a stiff competition in the market from CASTROL,SHELL & SERVO.

The analysis & Interpretation made in this study by me comes to the conclusion that

there is an increasing demand for MOBIL1 in Pune. Promotional offer plays a very

important role incase

of retailers to sell more & Consumers to purchase more.

CASTROL strength in engine oil segment is that it offers better promotional offer to

the retailers, so the retailers are influence to sell more even though the demand is more

of MOBIL1 in Pune.

Finally I would like to conclude that MOBIL1 can capture the CASTROL market

share if there is more attractive promotional offer & consumer awareness to have more

reach to the consumer in the market.

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Bibliography

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BOOKS

Philip Kotler, Marketing Management, 11th edition, Pearson education

Asia Publication.

C.R. Kothari, Research Methodology methods &techniques, New Age International(p)ltd.publishers,2nd

edition.

Websites

1. www.rakaoil.com

2. www.managementparadise.com

3. www.businessworld.in

4. www.en.wikipedia.org/wiki/mobil1

5. www.exxon mobil.com

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http://www.rakaoil.com/http://www.managementparadise.com/http://www.businessworld.in/http://www.exxon/http://www.rakaoil.com/http://www.managementparadise.com/http://www.businessworld.in/http://www.exxon/


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6) What are the reasons for more selling of the engine oil brand?

Product Range

Promotional Offer

Advertisement

Range of prices

Margin

Customer demand

7) How you find the promotional offer of the engine oil brand?

8) Which engine oil brand and its size of packs are more sold?

9) How much do you sell in terms of quantity of each engine oil brand?

10) What are your suggestions to increase the sale of engine oil brand For Mobil1?

____________________________________________________________________________________

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VED PRAKASH Final Project

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