Quick Read
The marketing strategy of Indian Oil Corporation (IOC) leverages robust digital initiatives, strategic partnerships, and a strong brand presence to maintain its leadership in the energy sector. This case study on Indian Oil Corporation explores its marketing strategies, business model, and recent developments.
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Some brands have grown exponentially since their inception and Indian Oil is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Indian Oil’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.
About Indian Oil
Established in 1959 and headquartered in New Delhi, Indian Oil Corporation Limited (IOCL) stands as India’s largest commercial enterprise, pivotal in meeting the nation’s energy needs. IOCL’s mission is to secure the availability of petroleum products and services throughout India, thereby, bolstering the country’s energy security. With a vast network of more than 50,000 customer touchpoints, including fuel stations, LPG distributorships, and aviation refuelling stations, Indian Oil plays a crucial role in the nation’s energy landscape.
What’s New With Indian Oil and How Can It Influence ICOL Marketing?
Indian Oil Corporation reported a revenue of INR 5.65 lakh crore for FY 2022-23 (Source: Indian Oil Annual Report 2023).
- IOCL has a refining capacity of over 80.7 million metric tonnes per annum (MMTPA) (Source: Indian Oil Corporate).
- The company operates more than 32,000 fuel stations across India (Source: Indian Oil Corporate).
Business News
IOCL announced a strategic collaboration with Reliance Industries to enhance India’s energy infrastructure and increase refining capacities (Source: Economic Times).
Product Launch
Indian Oil recently launched ‘XP100’, India’s first 100 Octane petrol, aimed at providing superior performance for luxury vehicles (Source: Financial Express).
Marketing News
The ‘Pure for Sure’ campaign, focusing on fuel quality assurance, has gained significant traction and customer trust (Source: Campaign India).
Celebrity News
Indian cricketer Virat Kohli was signed as the brand ambassador for Indian Oil’s fuel products, boosting the brand’s visibility and appeal (Source: Times of India).
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Let’s now understand the target audience of Indian Oil better with the help of a buyer persona.
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Buyer Persona of Indian oil
A buyer persona generally refers to the detailed information of an ideal customer of a company. When it comes to Indian oil, people from India use it the most. This buyer persona will help you understand the attributes of regular a indian oil user.
Buyer’s Persona
Name:
Rajesh Gupta
Place:
Delhi
Age:
42 years
Profession:
Job
Motivation
- Reliable access to high-quality fuel and energy solutions.
- Supporting environmentally sustainable energy practices.
Interest & Hobbies
- Automotive care and maintenance.
- Technological advancements in energy solutions.
Pain Points
- Concerns about fuel quality and adulteration.
- Limited access to alternative energy solutions.
Social Media Presence
- Active on Twitter, Facebook, and LinkedIn, engaging with customers and industry stakeholders through informative posts and updates.
Keeping these factors in mind, the company can formulate a marketing strategy that can resonate with its target audience. For those looking to develop similar insights and strategies, attending digital marketing classes can be highly beneficial.
Now that we thoroughly understand the company’s buyer persona, let’s finally look at the marketing strategy of Indian Oil Corporation. For those interested in learning more about such comprehensive strategies, there are digital marketing courses with placements available that can provide practical insights and job opportunities.
A Study of the Marketing Strategy of Indian Oil Corporation
Indian Oil Corporation employs a multifaceted marketing strategy that focuses on digital transformation, customer engagement, and brand loyalty. The ‘Pure for Sure’ campaign ensures customers of high fuel quality and has been highly successful in building trust and loyalty. Analysis of these campaigns shows a significant impact on customer retention and market share. This comprehensive marketing strategy of Indian Oil Corporation has been instrumental in sustaining its market leadership. For those looking to understand such strategies better, enrolling in a digital marketing course online can provide valuable insights and practical knowledge.
Digital Marketing Strategy of Indian Oil Corporation
Indian Oil Corporation (IOC) blazed a unique trail in the industry by outsourcing all its packaging activities through a competitive bidding process. This unconventional approach allowed IOC to shed non-core functions and laser focus on its core operational activities. The result? A streamlined and efficient organization primed for success. This operational efficiency is a key aspect of the Indian Oil Corporation case study.
1. Search Engine Optimisation
Indian oil has put a lot of effort into SEO.
As per Ubersuggest data, it ranks in India for 2,494,988 keywords as of August 2023. Its organic traffic is 30,484,205 sessions per month. The stats are low compared to their SEO performance in February 2023.
Here are some of their Search Engine Optimisation techniques :
Backlinks
Indian Oil gets backlinks (Links from one website to another) from 12,486,689 unique domains (Distinct websites or online entities). All this increases the Domain Authority (Website’s search engine ranking) of Indian Oil and helps it rank higher. These efforts are part of IOCL’s marketing strategy.
2. Social Media Marketing
Indian oil is active on Instagram, Facebook, and Twitter. As of August 2023, it has 236k followers on Instagram, 2.6 million likes on Facebook and 425k followers on Twitter.
Let’s analyze how their posts are:
Almost all posts on Indian Oil’s social media channels are the same.
They post a lot of informational & educational content:
Source: Google
Product release posts:
Source: Google
Intrigued by the different social media strategies performed by various brands? Check out our digital marketing blogs section now and improve your knowledge.
3. Promotion Strategy
IOCL is the most trusted and valued brand in India. It was ranked 243rd in Forbes Global 2000. It has a strong workforce including 34,659 employees. IOCL believes that a good promotional plan and periodic incentives will help maintain a customer base. To increase brand visibility, it also has used hoardings, TV ads etc. Needless to say, the IOCL marketing strategy includes comprehensive promotional activities.
Source: Google
The company organized a loyalty program for large fleet operators called the XTRAPOWER Fleet Card Program. Other loyalty programs are Rural Card, XTRAREWARDS, and Easy Fuel.
4. Strategic Alliances
IndianOil Corporation (IOCL) isn’t going it alone in the global energy game. They’ve forged strategic alliances that are like fuel to their ambitious goals. This is a key aspect of the IOCL business model. Recently, the company inked 50:50 joint ventures with the Gulf of Sudan and Iran, opening doors for them to explore new markets and boost production. These partnerships create a powerful synergy between IOCL’s expertise and the resources of their collaborators.
But IOCL doesn’t just think big; they think smart. They’ve established a network of local distributors across every city, ensuring a smooth supply chain that gets their products directly to customers. This focus on local partnerships is a cornerstone of IOCL’s successful business model.
Looking to the future of clean energy, IOCL made a strategic move in 2009 by signing a licensing agreement with Petro Algae Ltd. This alliance grants IOCL access to microchip technology, a key piece of the puzzle for their large-scale production of renewable fuels.
IOCL’s commitment to collaboration extends to its LPG brand, Indane. They’ve teamed up with leading companies to create a robust marketing network that ensures their cooking gas reaches kitchens across the nation.
Noted below are a few examples of IOCL’s strategic alliances.
- AVI-Oil India ltd: To make synthetic lubricating oil for aviation and defence purposes.
- Indo Cat ltd: To manufacture additives.
- Lubrizol India Pvt Ltd: To manufacture chemicals and market them for use as additives in Greases and diesel.
- Petro net India Ltd: To implement petroleum projects through Special purpose vehicl
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Marketing and Advertising Campaign Examples
Here are some of the unique and successful advertising campaigns of Indian oil:
1. IndianOil SERVO 4T Xtra: A marketing masterclass in targeting the two-wheeler segment. IndianOil’s launch of SERVO 4T Xtra is a prime example of how to create a successful marketing campaign for a two-wheeler engine oil.
The Indian Oil case study of this campaign highlights the strategic targeting of the two-wheeler segment.
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2. The launch of IndianOil XP100, IndianOil XP100 India’s first 100-octane petrol, is a prime example of how to create a successful marketing campaign. The case study on Indian Oil Corporation Limited reveals how this product launch was meticulously planned and executed.
3. IndianOil and PCI Collaboration: In a move that is sure to boost the visibility and participation in para-sports in India, Indian Oil Corporation Limited (IOCL) and the Paralympic Committee of India (PCI) have signed a Memorandum of Understanding (MoU).
4. XtraPremium Petrol: Two ads were launched for the XtraPremium Petrol. The ad was conceptualised by the Grey Group. This strategic move is part of the broader marketing strategy of Indian Oil Corporation.
5. Unsung Heroes: The ‘Unsung Heroes’ campaign aims to inspire and fuel the nation with stories of countless, nameless, and faceless heroes who have impacted the lives of others around them. This campaign highlights the company’s commitment to its brand values, as seen in the marketing strategy of IOCL.
Top Competitors That Influence the Marketing Strategy of Indian Oil Corporation
Here is a list of some of the top competitors of Indian Oil Corporation Limited:
- Bharat Petroleum Corporation Limited (BPCL): Known for its wide network and innovative fuel solutions.
- Hindustan Petroleum Corporation Limited (HPCL): Offers a range of petroleum products and services, focusing on customer satisfaction.
- Reliance Industries Limited: A major player in the energy sector with significant refining capacity and a strong retail presence.
- Shell India: Known for its high-quality fuel and customer service, with a growing presence in India.
- Essar Oil: Focuses on providing reliable and efficient fuel solutions across its network of fuel stations.
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IOCL Marketing – Failed Campaigns
Indian oil more than often grabs attention with its unique marketing. But, there have been a few times when the campaign failed to connect with the audiences and gained backlash.
Here are a few examples of failed campaigns of Indian oil:
What was the issue?
The pandemic disrupted global supply chains, leading to challenges in procuring crude Oil and other raw materials. It affected the production and distribution of petroleum products, causing logistical issues.
What backlash did the brand face?
Volatile and uncertain economic conditions coupled with lockdown restrictions threw up unprecedented challenges. The brand experienced significant delays in delivery times and increased costs due to the disrupted supply chains. Additionally, the inability to meet the consistent demand led to customer dissatisfaction and a temporary loss of market share. The overall financial impact was severe, with reduced revenues and strained relationships with suppliers and customers alike.
What did the brand do in this situation?
Even amidst the chaos of the global COVID-19 pandemic, IndianOil rose to the challenge. While supply chains worldwide sputtered to a halt, IndianOil’s dedicated team of employees and channel partners ensured a steady flow of energy. Homes continued to receive their LPG deliveries, industries kept humming with fuel supplies, and retail outlets remained stocked. In fact, IndianOil didn’t just maintain the status quo; they thrived in this challenging environment. The company capitalized on its adaptability and responsiveness, hallmarks of the IOC business model, to launch new differentiated products like XP100 and XtraTej. IndianOil’s close monitoring by top management and their swift actions ensured they not only weathered the storm but also emerged stronger. This adaptability and responsiveness are key components of the IOC business model.
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Conclusion
As we wrap up our analysis of Indian Oil’s impressive digital marketing strategy, it’s clear that staying up-to-date with the latest trends and techniques is key to success in the digital marketing world.
Whether you’re a marketing professional or just starting out, be sure to check out our free digital marketing masterclass to gain a solid foundation in the essentials of digital marketing.
Who knows, you might just develop the next big marketing strategy like Indian Oil’s! Don’t forget to share your thoughts and comments on Indian Oil’s strategy in the comments below.
Learning from Other Brands
Similar to ICOL, the marketing strategy of Shopify emphasises empowering entrepreneurs through easy-to-use e-commerce solutions, akin to the business model of Amazon in prioritising customer convenience and expansive product offerings.
Additionally, the marketing strategy of Gap emphasises timeless fashion and sustainability, providing a holistic view of how apparel brands can resonate with environmentally conscious consumers.
Indian Oil Corporation Case Study - FAQs
Q1. What is IOCL's marketing strategy?
IOCL's marketing strategy focuses on digital transformation, customer engagement, and ensuring high fuel quality. These aspects are thoroughly examined in the marketing strategy of Indian Oil Corporation.
Q2. How does IOCL ensure fuel quality?
IOCL uses advanced technology and stringent quality control measures to ensure the purity and performance of its fuels.
Q3. What is the Indian Oil One app?
The Indian Oil One app provides customers with access to fuel station locations, LPG booking, and loyalty programs. The app’s functionality is part of IOCL's digital marketing strategy, detailed in the Indian Oil case study.
Q4. How can I contact Indian Oil customer service?
You can reach Indian Oil customer service through their website, mobile app, or by calling their helpline number.
Q5. Does IOCL offer international services?
Yes, IOCL operates in several countries, providing a range of energy solutions and services.
Q6. What is the 'Pure for Sure' campaign?
The 'Pure for Sure' campaign ensures customers of the purity of IOCL's fuels, building trust and loyalty. This campaign is a cornerstone of IOCL marketing.
Q7. Can I book LPG cylinders online with IOCL?
Yes, you can book LPG cylinders through the Indian Oil e-commerce platform and mobile app.
Q8. What payment methods does IOCL accept?
IOCL accepts various payment methods, including credit/debit cards, net banking, UPI, and mobile wallets.
Q9. Does IOCL offer loyalty programs?
Yes, IOCL offers loyalty programs through its Indian Oil One app, providing rewards and benefits to regular customers.
Q10. How does IOCL handle customer complaints?
IOCL has a dedicated customer support team to address complaints and ensure quick resolution of issues.
A unique take on the marketing strategy of Indian Oil Corporation offers a comprehensive analysis, providing valuable insights into the company’s approach to marketing its products and services in the Indian market.
This is a great breakdown of Indian Oil’s marketing strategy! The buyer persona section is interesting, especially the social media habits.