The Indian Petroleum Industry: Towards Branded Fuels

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Case Details:

Case Code : MKTG059
Case Length : 12 Pages
Period : 2002-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : HPCL, BPCL, IOC Etc
Industry : Petroleum
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note: The Indian Petroleum Industry

The origin of the petroleum industry in India can be traced back to the end of the 19th century, when petroleum was discovered in Digboi, Assam (north-east India). The industry was initially open for international players and global oil majors such as Caltex, Esso and Burmah Shell were operating in the country. However, after the oil crisis of the 1970s, the government nationalized the Indian divisions of the international oil companies and the industry became one of the most strictly regulated industries in the country.

The government nationalized the refining and marketing sectors and subsequently, introduced regulatory controls on the production, import, distribution and pricing of crude oil and petroleum products by establishing the Oil Coordination Committee (OCC)...

The Need for Branding Petroleum Products

BPCL pioneered the petrol pump retailing revolution in the country and was the first company to establish retail outlets in a major way.

HPCL and IOC also opened stores within their outlets and positioned them as a 'one-stop retail shop'.

While BPCL used the brands 'In & Out' and 'Pure For Sure', HPCL and IOC named their outlets, 'Club HP' and 'Convenio' respectively...

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