The Indian Petroleum Industry: Towards Branded Fuels |
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» Marketing Case Studies Please note: 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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Excerpts Contd...Building The New Fuel BrandsHaving realized the need for brand-building, oil companies invested heavily in product development and R&D to come out with fuels that would suit the requirements of Indian roads as well as comply with the emission norms. BPCL's Speed was blended with multi-functional additives sourced from Chevron Oronite Company LLC, a ChevronTexaco company...
Speed LeadsThe initial response to these brands was quite encouraging. The marketing efforts of the companies prompted many customers to try out the fuels. In September 2002, HPCL's Director (Marketing), N K Puri remarked that 40% of the consumers in Mumbai and Delhi had already converted to branded fuels and that this figure was expected to go up to 50-60% in the future... ExhibitsExhibit I: About Administered Price Mechanism |
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