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Customer Preferences for Mobil Lubricants

This case study examines customer preferences for lubricant brands like Mobil in Hyderabad, India. The author surveyed 20 automobile outlets and 200 garages across 15 areas, finding that mechanics influence 66% of lubricant choices, while quality and performance are important factors. Mobil has 51% garage share but lacks awareness due to insufficient advertising. The study suggests Mobil improve advertising, provide incentives to mechanics and outlets, and give gifts to customers to increase brand loyalty.

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Avinash Madas
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42 views24 pages

Customer Preferences for Mobil Lubricants

This case study examines customer preferences for lubricant brands like Mobil in Hyderabad, India. The author surveyed 20 automobile outlets and 200 garages across 15 areas, finding that mechanics influence 66% of lubricant choices, while quality and performance are important factors. Mobil has 51% garage share but lacks awareness due to insufficient advertising. The study suggests Mobil improve advertising, provide incentives to mechanics and outlets, and give gifts to customers to increase brand loyalty.

Uploaded by

Avinash Madas
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

“CUSTOMER

PREFERENCE OF
LUBRICANTS - A CASE
STUDY FOR MOBIL ”

By:
[Link]
(DM-05-16)
Introduction about Rotex
Petrochem Private Limited
• Founder of the company – T.K. Rao
• Established in the year 1966
• Products dealt with
 Engine oils
 Gear oil
 4T oil for bikes
 Snap-on tools
Mobil

• Worlds second largest leading company in


lubricants.
• Established – 1911
• Head quarters – Virginia
• Product Line
 Mobil delvac
 Mobil super
 Mobil 1
 Mobil 4T
Work Done In Company

• Consumer Behavior
To find the driving factors that customer in
the selection of engine oil

• In shop Promotions
To promote Mobil and create awareness
about Mobil to customers and mechanics by
approaching garages.
• Designed a questionnaire for finding the driving
factors for purchase of engine oils.
• Designed a questionnaire to find the behavior of
mechanics while selecting an oil for a particular
vehicle.
Areas Visited

• Visited around 20 Automobile outlets in different


areas of Hyderabad to find the response of
customers.
• Visited 200 Garages in 15 different areas.
• Areas visited are
Narayanaguda, Athapur,Ameerpet, Habsiguda,
Secunderabad, Yousufguda, Tirumalagiri,
Autonagar, Uppal, Bowenpally, Siddiambazar,
Masab Tank, etc.
Title of the project
“CUSTOMER PREFERENCE OF LUBRICANTS
- A CASE STUDY FOR MOBIL ”

Objectives:

• To know the preference for a particular brand of


lubricants for cars
• To know the factors that influence the choice of
a brand of lubricants
Research Methodologies

• Survey Method – Primary source


• Research Instrument - Questionnaire.
• Contact Method – visited outlets.
• Questionnaire Sample
 Garages – 200
 Outlets - 15
• Data Analysis Tools – Excel, PASW.
Type of garages

• PVL 127
• CVL 73
Garages – Area wise
Share of each brand

• Castrol - 69
• Mobil - 51
• servo – 39
• Others - 41
Choice of Lubricants

• customer - 34%
• mechanic - 66%
Availability of Staff
Services
Major Services Time Taken
Purchase pattern
Decision Maker

Customer:28, OEM:14, MECHANIC:122, Drivers: 6, Advertisement: 30


Technical Knowledge
Brand Loyalty
Learning’s

• knowledge about oils and lubricants used in


automobiles.
• How to interact with retailers.
• Learned how to deal with mechanics.
• Learned how to interact with different customers
of different mindset.
• Came to know about the importance of
advertisements.
Findings
• Quality and performance of a product is very important.
And mobil is the best example.
• Un aware of the products due to lack of advertisement.
• Gifts are not properly distributed to the dealers due to
which customers are attracted to other products.
• Most of the customers are preferring short term benefits.
• Sales of a product depends on the locality.
• Improper display of products leads to deduction in sales.
• Less margins affects the willingness of dealers not to sell
our product.
Limitations

• Outlets were covered only in Hyderabad.


• Only 200 garages are covered due to lack of
time.
• Visited only normal garages but not authorized
service centers.
Suggestions

• To take measures to create awareness of the


products.
• To undertake certain advertisements.
• To give gifts to the end users.
• To encourage outlets, mechanics with certain
schemes and gifts to attract them towards Mobil
because mechanics play an important role in the
choice of lubricants.

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