Product details

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. The case is structured to enable students to: (1) understand the changing dynamics of the Indian petroleum industry after the deregulation process that began in the early 1990s; (2) understand the reasons behind petroleum companies giving special attention to marketing initiatives in the changed market scenario; (3) examine the need for introducing product differentiation in a product category for the first time to derive competitive advantages and the extent and nature of marketing support that needs to be put in to do so; and (4) comment on the sustainability of such branding initiatives in the light of the initial technical problems and the price consciousness of Indian consumers. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum. The teaching note does not contain an analysis of the case.