The Indian Petroleum Industry: Towards Branded Fuels

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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.

Case Details:


Case Code : MKTG059 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


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


The case examines the changes taking place in the Indian petroleum industry since the early 1990s. After the market was deregulated, various factors led petroleum companies to focus on marketing initiatives like never before. The case examines these marketing initiatives focusing particularly on the introduction of branded fuels in the early 21st century. The concept of value-added fuels, their efficacy and the marketing support on part of the companies (in terms of product development, promotion and distribution) have been explored in detail. The case also examines the future prospects of these new brands with reference to the problems related to product usage, pricing and the intensifying competition.


• Understand the changing dynamics of the Indian petroleum industry after the deregulation process that began in the early 1990s


  Page No.
The Launch of Branded Fuels 1
Background Note: The Indian Petroleum Industry 2
The Need for Branding Petroleum Products 4
Building The New Fuel Brands 5
The Promotional Efforts 7
Speed Leads 8
Exhibits 10


Indian petroleum industry, 1990, deregulated, petroleum companies, marketing initiatives, branded fuels, 21st century, value-added fuels, efficacy, marketing support, product development, promotion, distribution, future prospects, product usage, pricing, intensifying competition

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