Q1 smm project_iocl&ttml_sarjeevan_20104006

MARKETING STRATEGIES OF INDIAN OIL CORPORATION LIMITED
& TATA TELESERVICES (MAHARASHTRA) LTD:
A COMPARATIVE STUDY

By

SARJEEVAN SAINBHI
ID No.: 20104006

Course Faculty:
MR. SUBRAT SAHU /PRAMOD PALIWAL / KAUSHAL KISHORE

A Project Report Submitted as part-fulfillment of the course titled: Strategic Marketing Management
in 15-Month Executive MBA Programme (Jan. 2011- Mar. 2012)

SCHOOL OF PETROLEUM MANAGEMENT (SPM),
PANDIT DEENDAYAL PETROLEUM UNIVERSITY,
GANDHINAGAR (GUJARAT)

1st March 2011

SARJEEVAN SAINBHI I.D. 20104006 (EXE-MBA10)

Abstract

An organization’s marketing strategy describes how the firm will fulfill the needs and wants

of its customers. Market segmentation, Targeting & Positioning (STP) is the process of dividing

the total market for a particular product or product category in to relatively homogenous

segments or groups, choosing the right target market from alternatives & finally positioning it

effectively to creating a mental image of the product offering and its differentiating features in

the minds of the target market. Marketing Mix (4P’s) is the set of marketing tools the firm uses

to pursue its marketing objectives in the target market.

This project report focuses on the study of STP & 4P’s of IOCL’s XtraPremium petrol brand &

TTML’s Tata DOCOMO GSM Services. Both the brands were also compared for similarities &

dissimilarities among their STP & 4P’s. Later Conclusion is made in context to the learning from

the study.

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Acknowledgement

I would like to thanks my Course Faculty Mr. Subrat Sahu / Pramod Paliwal / Kaushal Kishore & my

batch-mates for providing valued suggestion for improvement during Mid-Review presentation, which

really helped me in improving the content & coverage of this project report.

SARJEEVAN SAINBHI, March 2011

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List of Abbreviations

1. ATF – Aviation Turbine fuel
2. CDMA – Code division multiple access
3. GSM – Global system for mobile communication
4. IOCL – Indian oil corporation Limited
5. LPG – Liquefied petroleum Gas
6. MMTPA – Million metric tons per Annum
7. STP – Segmentation, Targeting & Positioning
8. TTML – Tata Teleservices (Maharashtra) Limited
9. TTSL – Tata Teleservices Limited

List of Figures:
Sl.
Figure no. Description Page no.
No.
1. Figure 7.3.1 Print media advertisement - XtraPremium 17
4. Figure 7.3.4 Print media advertisement – Tata DOCOMO 18
5. Figure 7.3.5 Print media advertisement – Tata DOCOMO 18

List of Tables:
Sl.
Table No. Description Page no.
No.
1. Table 2.1 Financial Figures 6
2. Table 2.2 Financial Figures – Tata DOCOMO in Crores of Rs. 6
3. Table 6.1 STP – XtraPremium 12
4. Table 6.2 STP – Tata DOCOMO 13
5. Table 7.0 Marketing Mix – 4P’s 14
6. Table 7.1 4P’s – XtraPremium 15
7. Table 7.2 4P’s – Tata DOCOMO 16
8. Table 8.0 Comparison – XtraPremium & Tata DOCOMO 19-20

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CONTENT

SL. PAGE
DESCRIPTION
NO. NO.

1.0 ORGANIZATION’S BACKGROUND 5

2.0 FINANCIAL FIGURES 6

3.0 MARKETING OVERVIEW 7

4.0 PRODUCT / SERVICE UNDER STUDY 8

5.0 PRODUCT OVERVIEW 9

6.0 MARKET SEGMENTATION, TARGETING & POSITIONING (STP) 10

7.0 MARKETING MIX (4P’S) 12

8.0 STP & 4P’s COMPARISON BETWEEN XTRAPREMIUM & TATA DOCOMO 19

9.0 CONCLUSION 21

10.0 REFERENCES 22

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1.0 ORGANIZATION’S BACKGROUND

1.1 INDIAN OIL CORPORATION LIMITED (IOCL)

Indian Oil Corporation Ltd. (IOCL), India's largest commercial ISO-9002 certified
enterprise and as a leading public sector enterprise of India, is the highest ranked Indian
company in the prestigious Fortune 'Global 500' listing. IOCL is the 20th largest petroleum
company in the world. Established in 1959 as Indian Oil Company Ltd., Indian Oil Corporation
Ltd was formed in 1964 with the merger of Indian Refineries Ltd. (Estd. 1958). It was originally
incorporated as IOCL in the year 1964. Indian Oil and its subsidiaries account for 47% petroleum
products market share, 40.4% refining capacity and 67% downstream sector pipelines capacity
in India. IOCL a traditional manufacturer of refined petroleum products, the new building blocks
for global ambition of the corporation are the Petrochemicals, Natural Gas, Exploration &
Production, Overseas Business, Consultancy, Biofuels and Hydrogen, etc.

The Indian Oil Group of companies owns and operates 10 of India's 20 refineries with a
combined refining capacity of 60.2 million metric tons per annum (MMTPA, i.e., 1.2 million
barrels per day). These include two refineries of subsidiary Chennai Petroleum Corporation Ltd.
(CPCL) and one of Bongaigaon Refinery and Petrochemicals Limited (BRPL). The 10 refineries
are located at Guwahati, Barauni, Koyali, Haldia, Mathura, Digboi, Panipat, Chennai,
Narimanam, and Bongaigaon.

As of November 2007, Indian Oil has taken a significant step in promoting Bio-Diesel as a
green fuel by entering into a Memorandum of Understanding (MoU) with the Government of
Chhattisgarh. Indian Oil- R&D Centre Awarded the coveted WIPO GOLD MEDAL in 2008, Indian
Oil wins Retailer of the Year - Rural Impact Award and Indian Oil's XtraPower wins Loyalty
Summit Award in the same year 2008.

1.2 TATA TELESERVICES (MAHARASHTRA) LTD

Tata Teleservices Maharashtra Limited (TTML) spearheads the Tata
group's presence in the telephony sector in the telecom circles of Maharashtra including
Mumbai and Goa.

TTML commenced landline operations in 1998 and today has the largest wireline base in
Mumbai and Maharashtra amongst all private operators, with over 600,000 subscribers, and
with over 50% market share. It commenced full mobility wireless services on the CDMA-1X
platform in 2004-5, and has over 11 million wireless subscribers today, with over 16.9% market

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share. It is also a market leader in wireless data cards, with its pioneering Plug2Surf 1-X data
cards and its recent launch of mobile broadband services with Photon+.

The Company has been responsible for a number of innovations over the years, including its
market introductions last year of 1 GB memory USB wireless modems, the world’s first CDMA
AM/FM Radio Phone, the Ganesha-motif Sumukha phone, the launch of the Novatium sub-
$100 PC in Mumbai, and, for the first time, a 100 Mbps to the home Ethernet-based broadband
service called Power Launcher.

The Company has also rolled out its GSM services under the brand name TATA DOCOMO in
Mumbai, Maharashtra and Goa.

2.0 FINANCIAL FIGURES

2.1 INDIAN OIL CORPORATION LIMITED:
Table 2.1 (Financial Figures - IOCL)

2.2 TATA TELESERVICES (MAHARASHTRA) LTD:
Table 2.2 (Financial Figures – Tata DOCOMO in Crores of Rs.)

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3.0 MARKETING OVERVIEW

3.1 INDIAN OIL CORPORATION LIMITED:

Indian Oil has one of the largest petroleum marketing and distribution networks in Asia,
with over 35,000 marketing touch points. Its ubiquitous petrol/diesel stations are located
across different terrains and regions of the Indian sub-continent. From the icy heights of the
Himalayas to the sun-soaked shores of Kerala, from Kutch on India's western tip to Kohima in
the verdant North East, Indian Oil is truly 'in every heart, in every part'. Indian Oil’s vast
marketing infrastructure of petrol/diesel stations, Indane (LPG) distributorships, SERVO
lubricants & greases outlets and large volume consumer pumps are backed by bulk storage
terminals and installations, inland depots, aviation fuel stations, LPG bottling plants and lube
blending plants amongst others. The countrywide marketing operations are coordinated by 16
State Offices and over 100 decentralized administrative offices.

Products & Services (mix) provided by Indian Oil Corporation Limited are:-

Product : Services:

 Indane gas  Refining
 Auto Gas  Pipelines
 Natural Gas  Marketing
 Petrol/ gasoline  Training
 Diesel/Gas oil  Research & Development
 ATF/Jet Fuel
 Servo Lubricants & Greases
 Marine Fuels & lubricants
 Kerosene
 Bulk/industrial Fuels
 Bitumen
 Petrochemicals
 Special Products
 Crude oil

3.2 TATA TELESERVICES (MAHARASHTRA) LTD:

The Company has closely aligned and integrated its business operations and strategies with
those of TTSL and also shares certain infrastructure (e.g. billing platform, intelligent network
platform etc.) and activities (e.g. procurement) with TTSL. The Company benefits from the
goodwill associated with the Tata Indicom brand that Tata Sons Limited has permitted the

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Company to use for marketing its CDMA products and services and Tata Docomo brand that
Tata Sons Limited and NTT Docomo Inc. has permitted the Company to use for marketing its
GSM products and services. The Company's central services sharing arrangements with TTSL
allow it to jointly negotiate with equipment suppliers and service providers and benefit from
economies of scale. In addition, the Company offers roaming services to its CDMA/GSM mobile
subscribers, who can roam in the service areas where TTSL network is operational and vice-
versa. Although all the above positively impact the Company's performance, if the Company is
viewed as a standalone enterprise, this inter-dependency may be perceived to be an area of
concern.

GSM / CDMA Products & Services (mix) provided by Tata TeleServices Maharashtra Limited
(TTML) are:
 Tata Indicom
 Tata Photon
 Tata Walky
 Enterprise Services
 Virgin Mobile
 Tata Docomo
 Power Launcher Broadband service

4.0 PRODUCT / SERVICE UNDER STUDY

For ease of the Marketing strategy study, the product / service chosen are IOCL’s
XtraPremium Petrol & TTML’s Tata DOCOMO. Thus, further discussion in this project report will
be in context to the above mentioned product / service.

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5.0 PRODUCT OVERVIEW:

5.1 XTRAPREMIUM Petrol:

XTRAPREMIUM petrol brand was launched by IOCL in the year 2004. XTRAPREMIUM petrol
is a much sought-after fuel among discerning motorists who are in many ways emotionally
attached to their wheels.

The “Clean and Keep Clean” function of the super cleanser additive in XTRAPREMIUM
reduces deposits at the port fuel injector, intake valve and controls combustion chamber
deposits to maintain "like new" performance of the vehicle. Regular use of XTRAPREMIUM
gives the vehicle a superior pick-up, smoother drive, better mileage and lower emission.
XTRAPREMIUM is designed not only to optimize performance of new generation vehicles but
also rejuvenate old vehicles to perform better.

Little wonder, Indian Oil’s XTRAPREMIUM petrol is the largest selling branded petrol in
India.

Major Competitors:
1. BPCL’s Speed Petrol
2. HPCL’s Power Petrol
3. Unbranded Petrol

5.2 TATA DOCOMO:

TTML launched its GSM services in Mumbai and across Maharashtra in August 2009 under
the brand ‘Tata Docomo’.

Tata DOCOMO has also become the first Indian private operator to launch 3G services in
India. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India under TTML
& TTSL (Tata Teleservices Ltd).
Major Competitor:

1. Airtel
2. Idea
3. Bsnl
4. Aircel
5. Vodafone

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6.0 MARKET SEGMENTATION, TARGETING & POSITIONING (STP)

Market Segmentation:

Market segmentation is the process of dividing the total market for a particular product or
product category in to relatively homogenous segments or groups. Following are the variables
for market segmentation in Consumer Markets:
1. Geographic Segmentation: calls for dividing the market in to different geographical
units as region, city, density & climate.
2. Demographic Segmentation: the market is divided in to groups on the basis of
variables such as age, family size, family life cycle, gender, income, occupation,
education, religion, race, generation, nationality and social class.
3. Psychographic segmentation: buyers are divided in to different groups on the basis
of lifestyle or personality or values.
4. Behavioral Segmentation: buyers are divided into groups on the basis of their
knowledge of, attitude toward, use of, or response to a product i.e. occasions,
benefits, user status, usage rate, loyalty status, Readiness stage, Attitude toward
product.

Market Targeting:

Having evaluated different segments, the company can consider five patterns of target
market selection:
1. Single-segment concentration:
M1 M2 M3
P1
P2
P3

2. Selective specialization:
M1 M2 M3
P1
P2
P3

3. Product specialization:
M1 M2 M3
P1
P2
P3

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4. Market specialization:
M1 M2 M3
P1
P2
P3

5. Full Market Coverage:
M1 M2 M3
P1
P2
P3

Market Positioning:

Positioning refers to creating a mental image of the product offering and its differentiating
features in the minds of the target market. The types of market positioning approach are:-

1. Attribute positioning: A company positions itself on an attribute, such as size or
number of years in existence.
2. Benefit positioning: The product is positioned as a leader in a certain benefit.
3. Use or application positioning: Positioning the product as best for some use or
application.
4. User positioning: Positioning the product as best for some user group.
5. Competitor positioning: The product claims to be better in some way than a named
competitor.
6. Product category positioning: the product is positioned as the leader in a certain
product category.
7. Quality or price Positioning: The product is positioned as offering the best Value.

In the below paragraphs, STP of IOCL’s Xtrapremium Petrol & TTML’s TATA DOCOMO will
be analyzed.

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Table 6.1 (STP – XtraPremium)
1. Geographic Segmentation: IOCL rolled out its petrol under the
brand name XtraPremium in all states of India. Geographic
segmentation Variables includes:
 Region: All States of India.
 City: Almost all Cities in India.
 Density: Urban, Suburban & rural areas.
2. Demographic Segmentation: XtraPremium Brand is focused on all
commercial, Residential & Public uses in petrol automobile
vehicles including following variables:
 Age : 18+
 Family size : All
 Family life cycle : All
 Gender : Male & Female
 Income : All
Market Segmentation
 Occupation : All Areas including unemployed
 Education : All
 Religion : All
 Race : All
 Generation : All
 Nationality: All resident in urban & rural areas of India.
3. Psychographic segmentation: XtraPremium is focused on Affluent
& Educated Buyers.
4. Behavioral Segmentation: XtraPremium has focused mainly on the
following behavioral segmentation variables:
 Benefits: Quality product by offering superior performance as
against regular unleaded petrol.
 User status: Regular user.
IOCL has Targeted market adopting a product specialization approach
for XtraPremium by :
 Offering high quality petrol for all petrol driven automobiles.
Targeted Market
 Old & New Auto - Vehicles: XTRAPREMIUM is designed not
only to optimize performance of new generation vehicles but
also rejuvenate old vehicles to perform better.
IOCL has Positioned XtraPremium by adopting following positioning
approach:
 Benefit / Quality Positioning: The “Clean and Keep Clean”
function of the super cleanser additive in XTRAPREMIUM
Market Positioning reduces deposits at the port fuel injector, intake valve and
controls combustion chamber deposits to maintain "like new"
performance of the vehicle. Regular use of XTRAPREMIUM
gives the vehicle a superior pick-up, smoother drive, better
mileage and lower emission.

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6.2 TATA DOCOMO:
Table 6.2 (STP – Tata DOCOMO)
1. Geographic Segmentation: TTML rolled out its GSM services under
the brand name TATA DOCOMO in Mumbai, Maharashtra and
Goa. Geographic segmentation Variables includes :
 Region: Mumbai, Maharashtra & Goa.
 City: Almost all Cities in Mumbai, Maharashtra & Goa.
 Density: Urban, Suburban & rural areas.
2. Demographic Segmentation: TATA DOCOMO Brand is focused on
all commercial, Residential & Public Telephony including
 Age : 15+
 Family size : All
 Family life cycle : All
 Gender : Male & Female
 Income : All
 Occupation : All Areas including unemployed
 Education : All
Market Segmentation
 Religion : All
 Race : All
 Generation : All
 Nationality: All resident in urban & rural areas of Mumbai,
Maharashtra and Goa.
3. Psychographic segmentation: TATA DOCOMO is focused on all
type of lifestyle & personality of buyers which was even reflected
in the first TV advertisement commercial of TATA DOCOMO.
4. Behavioral Segmentation: Since TATA DOCOMO was late comer in
the telecom sector he has focused mainly on the following
behavioral segmentation variables:
 Benefits: Quality service by offering Quality network having
clear voice.
 User status: Non-user, potential user, First time user.
TTML has Targeted market adopting a multi segment approach TATA
DOCOMO by :
 Offering series of differentiated products to their respective
markets like pre-paid, post-paid, VAS, GPRS etc.
Targeted Market
 Home calling cards for the family of those professionals who
work abroad.
 Cheap SMS facility for youth.
 New 3G plans
 Competitor & Price positioning: First in the market for the Pay
per second, Pay per Text & first in the market for pay per site
Market Positioning plans.
 Use & application positioning: Schemes like listen to your song
when dial others.

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7.0 MARKETING MIX (4P’S)

Marketing Mix is the set of marketing tools the firm uses to pursue its marketing
objectives in the target market. McCarthy classified these tools into four broad groups that he
called the four Ps of marketing: Product, Price, Promotion & place.
Table 7.0 (Marketing Mix – 4P’s)
The different products and services a firm offers. Decision on
product involves:
 Product Variety
 Quality
 Design
 Features
PRODUCT
 Brand name
 Packaging
 Sizes
 Services
 Warranties
 Returns
The cost at which the firm sells its product & services. Decision
on price involves:
 List price
PRICE  Discounts
 Allowances
 Payment Mode
 Credit terms
i.e. Publicizing the products & services that the firm offers.
Decision involves are:
 sales promotion
 advertising
PROMOTION
 sales force
 public relations
 direct marketing
 Internet
i.e. Channels of Distribution: the routes that products and
services take from the time they are produced to the time they
are consumed. Decision on Place involves:
 Channels
PLACE  Coverage
 Assortments
 Locations
 Inventory
 Transport

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In the below paragraphs, Marketing Mix (4P’s) of IOCL’s XtraPremium Petrol & TTML’s
TATA DOCOMO will be analyzed.


Table 7.1 (4P’s – XtraPremium)
Following Product variables are considered by IOCL for
XtraPremium :-
 Brand name : Xtrapremium
 Product variety: Single i.e. no sub categories are provided
PRODUCT
within XtraPremium Brand Name.
 Quality: quality product by offering superior performance
as against regular unleaded petrol.
 Features : Petrol with Super Cleanser
Following Price variables are considered by IOCL for
XtraPremium:-
 Strategy: Premium pricing.
 List Price: Rs 1.4 to Rs 2 per litre more than regular
unleaded petrol.
 Discounts: XTRAREWARD that offers the opportunity to
PRICE instantly redeem the points you earn for at participating
Indian Oil Retail Outlets.
 Payment Mode & period: on-Cash / debit card / credit
card / XTRAPOWER Fleet Cards i.e. is a smart card, which
can be used by the card holder (driver of the vehicle) to
make purchases of fuel at designated retail outlets of
Indian Oil.
Following Promotion variables are considered by IOCL for
XtraPremium :-
 Brand Ambassador: Had Irrfan Pathan (Cricketer)
 Brand line: “The Best your vehicle can get”
 Advertising : TV, Newspapers & Magazines
PROMOTION
 Internet by providing information on their websites.
 Sales Promotion: Cars in a Tank Offer (2009) where
customer had to SMS bill no. to the central database to
stand a chance to win 1 SX4, 4 Swifts and 8 Alto cars.
For Print media Advertisements of XtraPremium refer Para. 7.3.
Following Place variables are considered by IOCL for
XtraPremium:-
 Channels: Exclusive distribution to its more than 1,247
PLACE
outlets spread across the country.
 Coverage / Locations: All states of India
 Transport : Through Trucks, Railways & Pipelines

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7.2 TATA DOCOMO:
Table 7.2 (4P’s – TATA DOCOMO)
Following Product variables are considered by TTML for TATA DOCOMO:-
 Product Variety: Pre-paid & Post-Paid & 3G telecom connections & “Daily
Plans” proposition which provides flexibility and caters to the diverse
needs of subscribers and gives them the power to select a different plan
everyday that best suits their need for the day.
PRODUCT
 Services: Tata Docomo offers innovative tariff options and introduced the
'Pay-per-use' advantage. The 'Pay-per-use' model represents a paradigm
shift in the overall telecom experience. It allows the consumer to pay only
for the seconds utilized, No. of Text in the SMS, Website used.
 Quality: offering Quality network having clear voice.
Following Price variables are considered by TTML for TATA DOCOMO:
 Strategy: Competitive Pricing
 List Price: Tata Docomo offers Lifetime @ 1 paise/second for all calls
across India. Consumers can also avail of 'Pay-for-Three and get 100 SMS
Free' offer every day. For the first time, International Calling was also
available on a per-second billing model. A variety of postpaid plans
designed for a range of consumer requirements are also available on this
PRICE
revolutionary per-second billing model.
 Discounts: Tata Docomo has a special offer on its Call Me Tunes (50%
discount) and My Song service (free subscription for first three days) for
prepaid and postpaid customers.
 Payment mode & period: On-Cash / debit card / credit card/ internet
banking monthly in case of Post-Paid & on One’s need (max. 6 monthly)
on Pre-paid.
Following Promotion variables are considered by TTML for TATA DOCOMO:
 Branding: under name of TATA DOCOMO
 Brand Ambassador: Pooja Chopra (Femina Miss India World 2009)
 Brand Line : as per plans / services e.g. ‘move to the world of freedom
without changing your no.’
PROMOTION
 Advertising: TV, Radios, magazines & Newspapers.
 Internet: Websites, Online Ads & Pop-Ups.
 Sales Promotion: Offer various sales Promotion e.g. win assured gift by
calling toll free no.
For Print media Advertisements of Tata DOCOMO refer Para. 7.3.
Following Place variables are considered by TTML for TATA DOCOMO:
 Channels: Wholistic distribution channel i.e. from small grocery shops to
big shopping complex.
 Coverage & location:-The Company expanded its network throughout the
PLACE
States of Maharashtra and Goa and covered 1,181 towns by the end of
the financial year 2009-10.
 Transportation: GSM services are conveyed & rendered through
company’s phone calls, customer care centers, retail outlets & internet.

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7.3 PRINT MEDIA ADVERTISEMENTS:

7.3.1 XTRAPREMIUM:

Figure 7.3.1 (Print media advertisement - XtraPremium)



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7.3.2 TATA DOCOMO:

Figure 7.3.4 (Print media advertisement – Tata DOCOMO)

Figure 7.3.5 (Print media advertisement – Tata DOCOMO)

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8.0 STP & 4P’s COMPARISON BETWEEN XTRAPREMIUM & TATA DOCOMO:

Table 8.0 (Comparison – XtraPremium & Tata DOCOMO)
PARAMETER XTRAPREMIUM TATA DOCOMO

Market Segmentation, Targeting & Positioning
Market segmentation

1. Geographic Segmentation:
1.1. Region All states of India Mumbai, Maharashtra & Goa
1.2. City Almost all cities Almost all cities
1.3. Density Urban, Suburban & rural Areas Urban, Suburban & rural Areas
2. Demographic Segmentation:
2.1. Age 18+ 15+
2.2. Family size All All
2.3. Family life cycle All All
2.4. Gender Male & Female Male & Female
2.5. Income All All
2.6. Occupation All Areas including unemployed All Areas including unemployed
2.7. Education All All
2.8. Religion All All
2.9. Race All All
2.10. Generation All All
2.11. Nationality All resident in India All resident in Mumbai,
3. Psychographic segmentation: Maharashtra & Goa.

3.1. Lifestyle Affluent & Educated Buyers All types of Lifestyle &
3.2. Personality personality
4. Behavioral Segmentation:
4.1. Benefits Quality product Quality Service
4.2. User status Regular User Non-user, potential user, first
time user
Market Targeting:

1. Multi segment approach X 
2. Product specialization  X

Market Positioning:

1. Benefit & Quality Positioning  X
2. Competitor & Price X 
positioning
3. Use & application positioning X 

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PARAMETER XTRAPREMIUM TATA DOCOMO

4 P’s
Product:

1. Product Variety X 
2. Quality  
3. Features  X
4. Brand name XtraPremium Tata DOCOMO

Price:

1. Strategy Premium Pricing Competitive Pricing
2. List Price `1.4–2.0 above unleaded petrol ‘Pay-per-use’
3. Discounts  
4. Payment Mode & period On spot monthly & 6 monthly

Promotion:

1. sales promotion  
2. advertising  
3. Brand Ambassador  
4. Brand Line  
5. Internet  

Place:

1. Channels Exclusive Distribution Wholistic Distribution

2. Coverage & Location All states in India 1181 towns network circle.

3. Transport Trucks, railways & pipelines Services through Company’s
phone calls, customer care
centers, retail outlets &
through internets.
Bold Text – Dissimilarities; Normal Text – Similarities

As compared in the above table, even though IOCL’s XtraPremium Petrol is a physical good
& TTML’s Tata DOCOMO is a GSM Service, we can find few similarities between them on STP &
4P’s.

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9.0 CONCLUSION:

 IOCL’s XtraPremium is a physical good whereas TTML’s Tata DOCOMO is a GSM Services.
Even though both of the business areas are different, there exist few similarities among the
Marketing strategies.

 IOCL’s XtraPremium & TTML’s Tata DOCOMO both are having excellent promotion which is
one of the top reasons for their success in the market.

 Effective value proposition in both company’s Product & services i.e.

 XtraPremium: by providing added feature of friction buster in the petrol that is unique
to the brand.

 Tata DOCOMO: by providing ‘pay-per-use’ pricing which has attracted new / potential
customers & gives additional satisfaction over the services offered by a competing
organization.

Also, the study helped me in:-

 Better understanding about the company & products under study.
 Better understanding on importance of Marketing Strategies (STP / 4Ps) & its concepts
followed in the organization.

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10.0 REFERENCES:-

1. Strategic Marketing, Ferrell-Hartline, Cengage Learning, 2008.

2. Marketing Management, 11th Edition, Philip Kotler, Pearson Education Inc., 2005

3. Annual Report 2009-10, Indian Oil Corporation Limited.

4. 15th Annual Report 2009-10, Tata Teleservices (Maharashtra) Ltd.

5. Capitaline Plus database at Website www.capitaline.com.

6. www.tatadocomo.com

7. www.iocl.com

8. www.tatateleservices.com

9. www.google.com

End

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Q1 smm project_iocl&ttml_sarjeevan_20104006

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