Brand Positioning Of Automotive Lubricant In Indian Market

The International Journal Of Management

43 Vol 2 Issue 4 (October, 2013) www.theijm.com

Brand Positioning Of Automotive Lubricant In Indian Market 1.Introduction 1.1.Brand Positioning Kotler aptly defines positioning as the ‘the act of designing the company’s offer so that it occupies a distinct and valued place in the mind of the target customers. Bovee et al defines positioning as the ‘the process of promoting buyers to form a particular mental impression of our product relative to our competitors. David Aaker considered Brand Positioning a ‘part of brand identity and value proposition that is to be actively communicated to the target audience, and that demonstrates an advantage over competing brands.’ Branding is the “added value” or augmented elements that determine a brand’s positioning in the market place. Al Ries and Jack Trout said that to develop a positioning program, six critical questions must be answered. They are;

What position do you own in the mind of the prospect, now? What position do you want to own? Whom must you outrun to achieve that position? Do you have enough money? Can you stick it out? Does your communication match your position?

The market position of a brand shows where a specific brand is located. It also shows the relationship to competitive brands. We can determine the market position of a brand on the basis of the answers to the following four questions:

Why (which benefits and advantages does the brand bring to the consumers). When (determining the opportunities for which the brand is most suitable). For whom (it is about the determination of the consumer of a brand or target group). Against whom (determining the main competitive brands).

Gautam Srivastava Research Scholar, University Of Petroleum And Energy Studies, Dehradun, India

Abstract This research paper is based on the impact of brand positioning on the consumer purchase decision of lubricant consumers. First of all researcher has found the different attributes of brand positioning . The attributes of brand positioning are independent variables whereas the attributes of consumer purchase decision are dependent variables. After that the researcher has found the relationship between the attributes of brand positioning and consumer buying behaviour by using multiple regression analysis. So this research helped the PSUs to find out the important factors on which they should focus to increase their market share. Multiple dimensional scaling has been used to identify the important dimensions of brand positioning based on consumer perception. Different brand has been mapped on perceptual mapping to determine the points of parity and points of differences. Key words: Brand positioning, Perceptual mapping, PSUs, Multiple regression analysis

ISSN 2277-5846

THE INTERNATIONAL JOURNAL OF MANAGEMENT



Product positioning is an important strategy for achieving differential advantage. Positioning reflects the “place” a product occupies in a market or segment. A successful position has characteristics that are both differentiating and important to consumers. 1.2.Tips Of Brand Positioning All forward looking companies now regard positioning at the heart of competitive strategy. As the ultimate aim of any business strategy is to satisfy the customer, gaining a valued position in the minds of customers is essential. Some people argue that branding is really positioning, stating that unless a brand has a position, it has no unique value in the minds of consumers. You can establish a brand personality, and through precise market segmentation identify and reach your target audience, but what links them together is positioning the brand in the minds of that audience. But, what is a position and how do you arrive at a good strategy for achieving one. The branding process seeks to create a unique identity for a company, product or service, which differentiates it from the competition. And every brand has to have a strategic platform. One half of that platform is created by carefully by carefully formulating a distinct brand personality, which makes the identity of the brand unique. The other half of the strategic brand platform is positioned. Positioning is critical to brand building because it is responsible for projecting the brand identity and creating the perception and image of the brand in people’s minds. In other words, positioning is the process of offering the brand to the consumer. It is positioning that makes the brand appear to be different and better than all competing brands. Keller et al argue that managers often pay too much attention to points of differentiation but pay little attention to two other aspects. Frame of reference and brand’s common features with competitors. Effective competitive positioning does not require only paying attention to points of differences but also to points of parity. Exclusive focus on creating points of differences often causes the managers to ignore another important issue. That is, the point of reference that customers use to see and evaluate the brand. For instance, a fast food brand tries to differentiate itself from the other players in the fast food category on the key proposition of health. But a brand so promoted on the health platform may change the point of reference customers use to judge the brand. Customers may see health and taste as two different categories. Thus, differentiation so pushed on the health basis may pull the brand out of the fast food category and place it in the health food category. Each category may have different size and growth prospects. Such moves should be deeply contemplated upon before being pursued. Once the point of reference is correctly established, the next positioning challenge is creating compelling points of differences. Mere promotion of the brand on the basis of differences is not a good strategy. Developing strong, favourable and unique associations are fundamental to creating effective brand differentiation. Three ways of building differentiation could be identified: brand performance, brand imagery and consumer insights. Depending upon the route chosen, the brand associations could be developed accordingly. A brand could develop distinction in a chosen field by developing associations related to product performance. It focuses on the brand’s delivery on the functionality expected by customers. The brand could develop associations on the intrinsic product dimensions like durability, reliability, price, style or service. A brand can take the imagery route to developing strong, favourable and unique associations focusing on user and usage situations in communication. The class of people who are associated with the brand often differentiated brands powerfully. Brands like Rolls Royce and Armani draw their imagery from the class of people who are considered users of these brands. On the other hand, the ordinary or average person imagery is also an effective way of differentiating a brand. Brands like Wheel and Fair & Lovely seek to connect with ordinary households who want solutions to the washing and dark skin problems being faced by housewives and young girls respectively. Finally, when the above two methods of differentiation do not provide much scope for differentiation, the marketer can turn to consumers for possible insights into their problems or goals, in order to position the brand. For dishwashing, brand Vim was for long promoted as a means of winning acceptance and approval from a demanding mother in law. Close Up toothpaste attracts young customers by subconsciously making them ever ready to face a close encounter and thereby reduces imagined insecurities. Establishing a correct point of reference and points of differences is important for competitive positioning. A brand must first signal the category it wants to participate in, through parity associations. Then it must create compelling points of differences to differentiate itself from the rest in that frame.



Figure 1: Kevin Killer Model Of Brand Positioning

This model is used to identify the optimal positioning and value proposition for the brand. It helps to consider for effective brand positioning.

Differentiated from the competition Relevant to its audience Defendable by the product Aligned with the core brand values

Dr Kevin Killer has suggested a model for effective brand positioning. This model is able to answer the following questions: What do the brand consumers presently believe about or value in the brand? What might consumers believe or value about the brand in the future? What is the organization currently claiming about the brand? What would the organization like the brand to become down the road?

Figure 2: Kelvin Killer Model Source: Dark Matter Matters

1.3.Lubricant Oil Lubricating oil is used to reduce the friction between the moving surfaces. The property of reducing the friction between the surfaces is called lubricity. The lubricant oil have following characteristics:

High boiling point Low freezing point High viscosity Thermal stability



Hydraulic stability Corrosion prevention

The function of lubricant is to separate the moving parts in the system. Keeping moving parts apart Reduce friction Transfer hit Transmit power Protect against wear Prevent corrosion Seal for gases

India is the third largest lubricant market in the world after the U.S.A. and China. India produces 5 to 6 percent of the total global lube production. The Indian lubricant market is mainly divided into two parts industrial lubricant and automotive lubricant. Indian automotive lubricants constitute 65% whereas industrial lubricant oil constitutes 35% of the market share. The majority market share of the India lubricant market is covered by automotive lubricant. Presently the Indian lubricant market is growing at the rate of 5% per annum.

Year Rate 1990-91 - 1996-97 2.5% 1996-97 - 2001-02 2.0% 2001-02 - 2006-07 4.5% 2004-05 - 2009-10 3.5% 2009-10 - 2014-15 4.0%

Table 1: Growth Trend Of Indian Automotive Lubricants Market Source: http://www.Indiastat.Com (2012)

The India auto lubricant manufacturer produces classified into two types:

Company Name Brand Name Major Product

Bharat Petroleum Corporation Ltd.

MAK MAK Supreme, MAK Multigrade, MAK Gold, MAK Gold Plus, MAK Diamond

Hindustan Petroleum

Corporation Ltd. HP HP Extra Super Motor Oil, HP Cruise, HP Racer, HP Laal Ghoda,

HP Milcy Power, HP Pumpset OIL

Indian Oil Corporation Ltd.

SERVO SERVO 2T Supreme, SERVO Pride, SERVO Ultra, SERVO Premium

Table 2: Psu’s – Indian Oil Corporation, Bharat Petroleum Corporation Ltd., Hindustan Petroleum Corporation Ltd.

Company Name Brand Name Major Product Castrol India Ltd. Castrol Castrol GTX Modern Engine , Castrol GTX 20W50

Castrol Edge , CASTROL GTX DIESEL

Gulf Oil Corporation Ltd.

Superfleet

Superfleet LE Max 15w-40, Superfleet Max 15w-40, Gulfco 1049 Max

Tide Water Oil Corporation Ltd

Veedol HDB 30, 40, 50, HDB 20W, 40, HDB 30, 40, HDC30, 40, HDC Fleet 30, 40

Table 3: Private Lubricant Manufacturer- Castrol Indian Ltd., Tide Water Oil Corporation Ltd., Gulf Oil Corporation Ltd. Indian Lubricant market in India divided into diesel lubricant and petrol lubricant. Market size and Demand of Lubricant Oil in India



Figure 3

Source: www.scribd.com The original equipment segment and retail trade are the two major marketing channels in the Indian automotive lubricants market. PSUs sell their lube oil through petroleum retail outlet whereas major private players like Castrol sell their lubricant through bazaar trade. 2.Literature Review PSUs companies have lost market share from 90 percent in 1991 to 58.5 percent in 2012. The increasing dominance of Castrol, a well enriched MNC in the lube oil sector, has added their woes. Castrol, which had a market share of six percent in 1991 had increased it to 18 percent. To major gainers in market shares during this period are Tide water oil and Gulf oil India (A Hinduja group).

Figure 4: Market Share Psus In Lubricant Oil Source: The Financial Express, June 7, 1997

3.Motivation Of The Research

Indian lubricant market is the third largest in the world. Demand of auto lubricant in Indian market is increasing continuously. PSUs (IOCL, BPCL and HPCL) are continuously losing their market share.

4.Statement And Proposal

Business Problem Loss of market share of PSU in Lubricating Oil. (IOCL, HPCL and BPCL).

NOTE: During the 90’s the market share of the PSU Lubricant sector were 90% and currently it is 60%. Now a days PSU is spending significant amounts on Brand Positioning to influence consumer behaviour which was missing during 90’s. 5.Research Objectives

To determine the important attributes of brand positioning of lubricant oil. To determine the impact of important attributes of brand positioning of lubricant oil on consumer purchasing decision.

30%

70%

Petrol Lubricant

Diesel Lubricant

90

58.6

0

20

40

60

80

100

1991 2012

Percentag

e

Year



6.Scope Of Study PSUs lubricant brand (Servo, Mac and HP Lube) is continuously losing their market share in the Indian lube market. So this research is focused on finding the important attributes of brand positioning which affects the purchasing decision of lubricant consumer which helped the PSUs to increase their market share by repositioning their brands.

Year Personal Vehicles Commercial Vehicles Total Personal

cars & Jeeps Vehicles. M.

cycles/Scooters Auto

Rickshaw Taxis Buses Good

Vehicles 1980-81 22.48 64.13 3.83 1.20 1.52 6.85 100 1990-91 21.74 67.51 3.51 0.57 1.06 5.61 100 2000-01 26.64 64.53 2.52 0.53 1.20 4.59 100 2006-07 30.66 63.64 1.43 0.48 0.90 2.89 100 2007-08 30.73 63.58 1.33 0.54 0.93 2.85 100 2008-09 30.92 63.17 1.40 0.66 0.91 2.91 100 2009-10 31.21 62.85 1.34 0.70 0.89 2.99 100 2010-11 31.34 62.64 1.27 0.84 0.89 3.02 100 2011-12 31.50 62.43 1.19 0.94 0.86 3.08 100

Table 4: Percentage Distribution Of Registered Vehicles Of The Total Source: Offices Of State Transport Commissioners

7.Research Design 7.1.Exploratory Research Exploratory research has been used to find out the different factors responsible for brand positioning of lubricant oil and the impact of that factors on consumers purchasing decision. 7.2.Descriptive Research Descriptive research has been used to find out the relationship between the attributes of brand positioning and consumer purchasing decision. 8.Sources Of Data Collection 8.1.Sources Of Data 8.1.1.Primary data Primary data will be collected from the four strata: Four Wheeler segment consumers Four wheeler segment consumers will be divided into the following strata

• Non commercial four wheeler (petrol) • Non commercial four wheeler (diesel) • commercial four wheeler (petrol) • commercial four wheeler (diesel)

8.1.2.Secondary Data Secondary data are required for the study and will be collected from the annual report of the lube companies, magazines. 8.2.Sampling Total No. Of four vehicles in Delhi = 2412893 (Source: Population census 2011) The sample size will be calculated by using Yamane, 1967 formula. n = N 1 + N e2 Where n = The sample size N = The size of the population e = The error of 5 percentage points. n = 2412893 1 + 2412893 (.05) 2 = 399.93 = 400



8.3.Area of Sampling The sample will be collected from the Delhi region. Delhi region will be divided into following sub region: East West North South Central The sample size will be divided in the ratio of commercial and non commercial four vehicles which are registered in Delhi. A further four vehicles are further classified on the basis of the ratio of petrol and diesel four vehicles. 8.4.Sampling Techniques Convenience sampling will be used. The researcher will collect the data from the different petrol pump by asking drivers, owners and users fill up the questionnaire. 8.5..Hypothesis

H0: Brand positioning does not have any impact on consumer purchasing decision of lubricant oil. H1: Brand positioning has an impact on consumer purchasing decision of lubricant oil.

8.6.Factor Analysis Factor analysis has been used to find out the most important following factors:

Price Quality Accessibility Consumer Benefits

Standard attributes of consumer buying behaviour has been used which is following: Purchase Decision The purchase decision is a dependable variable of consumer buying behaviour whereas price, quality, accessibility and consumer benefits are the independent variables of brand positioning. 8.7.Reliability Analysis Reliability analysis has used to measure the reliability of the factors price, quality, accessibility and customer benefits. It is used to measure that whether these factors are able to measure the satisfaction of lube consumers.

Table 5

Reliability Statistics

Cronbach's Alpha Cronbach's Alpha Based on StandardizedItems

N of Items

.214 .225 4 Table 6

Item Statistics Mean Std.

Deviation N

Price 2.41 1.421 99 Quality 2.17 1.204 99

Accessibility 2.78 1.337 99 Consumer Benefits 2.25 1.063 99

Table 7

Case Processing Summary N %

Cases Valid 99 98.0 Excludeda 2 2.0

Total 101 100.0 a. List wise deletion based on all variables in the procedure.



Inter-Item Correlation Matrix

Price Quality Accessibility Consumer Benefits

Price 1.000 .137 .049 .207 Quality .137 1.000 -.249 .022

Accessibility .049 -.249 1.000 .241 Consumer Benefit .207 .022 .241 1.000

Table 8

Summary Item Statistics Mean Minimu

m Maximu

m Range Maximum /

Minimum Varianc

e N of Items

Item Means 2.404 2.172 2.778 .606 1.279 .072 4 Item Variances 1.597 1.129 2.021 .891 1.789 .152 4

Inter-Item Correlations .068 -.249 .241 .490 -.969 .029 4 Table 9

Item-Total Statistics Scale Mean if

Item Deleted Scale

Variance if Item Deleted

Corrected Item-Total Correlation

Squared Multiple

Correlation

Cronbach's Alpha if Item

Deleted Price 7.20 4.306 .217 .062 .021a

Quality 7.44 6.433 .045 .087 .349 Accessibility 6.84 5.749 .011 .124 .300

Consumer Benefits 7.36 5.111 .284 .099 .043a Table 10

In the above table all the value of Cronbach’s Alpha is positive which shows that the variables are fit into the reliability model 8.8.Multiple Regression Analysis Multiple Regression has been used to find out the relationship between the independent variables Price, Quality, Accessibility and Customer Benefits and dependent variables consumer purchase decision.

Descriptive Statistics Mean Std.

Deviation N

PurchaseDecision 1.28 .453 99 Price 2.41 1.421 99

Quality 2.17 1.204 99 Accessibility 2.78 1.337 99

Consumer Benefits 2.25 1.063 99 Table 11



Correlations

Purchase Decision Price Quality Accessibility Consumer Benefits

Pearson Correlation

Purchase Decision 1.000 .038 -.034 -.030 .083 Price .038 1.000 .137 .049 .207 Quality -.034 .137 1.000 -.249 .022 Accessibility -.030 .049 -.249 1.000 .241 Consumer Benefits .083 .207 .022 .241 1.000

Sig. (1-tailed) Purchase Decision . .354 .370 .384 .206 Price .354 . .088 .315 .020 Quality .370 .088 . .007 .416 Accessibility .384 .315 .007 . .008 Consumer Benefits .206 .020 .416 .008 .

N Purchase Decision 99 99 99 99 99 Price 99 99 99 99 99 Quality 99 99 99 99 99 Accessibility 99 99 99 99 99 Consumer Benefits 99 99 99 99 99

Table 12

Table 13

Table 14

Table 15

Coefficient Correlationsa

Model Consumer Benefits

Quality Price Accessibility

1 Correlations Consumer Benefits 1.000 -.058 -.191 -.243 Quality -.058 1.000 -.140 .264 Price -.191 -.140 1.000 -.036 Accessibility -.243 .264 -.036 1.000

Covariances Consumer Benefits .002 .000 .000 .000 Quality .000 .002 .000 .000 Price .000 .000 .001 -4.492E-005 Accessibility .000 .000 -4.492E-005 .001

a. Dependent Variable: Purchase Decision

Model Summary Model R R

Square Adjusted R Square

Std. Error of the

Estimate

Change Statistics R Square Change

F Change

df1 df2 Sig. F Change

1 .114a .013 -.029 .459 .013 .310 4 94 .871 a. Predictors: (Constant), Consumer Benefits, Quality, Price, Accessibility

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression .262 4 .065 .310 .871b

Residual 19.819 94 .211



8.9.Multi Dimensional Scaling

Table 16 Multi Dimensional Scaling has been used to measure the perception of consumers towards the different brand of lubricant oil. First of all two dimensions price and quality has been identified on the perceptual map on which perception of consumers towards different brands has been mapped. After that consumers perception responses have been mapped on the perceptual map. 8.10.Perceptual Mapping Perceptual map has been used to map the different brand of lubricant oil on two attributes price and quality. Following brand has been mapped on the perceptual mapping:

Servo MAK Lubricant HP Lube Veedol Superfleet Step 1: Perceptual Map of the lubricating oil in Indian market. Step 2: Entered the two labels of the horizontal axis For the upper side of the map Low Price For the bottom side of the map High Price Step 3: Entered the two labels of the vertical axis For the left side of the map High Quality For the right side of the map Low Quality Step 4: Entered the brand to be mapped Step 5: Scored each brand for the two attributes price and quality Used a 1 to 9 scale Horizontal attributes 1 = Low Price 5 = Equal mix of both 9 = High Price Vertical Attributes 1 = Low Quality 5 = Equal mix of both 9 = High Quality Step 6: Size of the circles shows the market share of the different brands. 1 = Small 5 = Medium 9 = Large

Table 17

Collinearity Diagnosticsa

Model Dimension Eigenvalue Condition Index

Variance Proportions

Constant Price Quality Accessibility Consumer Benefits

1 1 4.341 1.000 .00 .01 .01 .01 .01

2 .274 3.982 .00 .02 .43 .22 .03 3 .202 4.641 .01 .91 .16 .04 .01 4 .131 5.766 .01 .03 .02 .31 .88 5 .053 9.067 .98 .04 .38 .42 .07

a. Dependent Variable: Purchase Decision

Brand Horizontal axis Vertical axis Size of the circles Servo 6 7 3

MAK Lubricant 7 6 2 HP Lube 7 5.5 1 Castrol 5 7 3 Veedol 8 4 1

Superfleet 8 3 1



Figure 5

Figure 6

Servo

Mak LubricantHP Lube

Castrol

Veedol

Superfleet

Perceptual Map of Lubricant Oil Brand in Indian Market

Heal

thy

Limited Choice

Low

Qua

lity

High Price

Low Price

High

Qua

lity

0123456789

0 2 4 6 8 10

Pric

e

Quality

BranServo

Mak

HP Lube

Castrol

Veedol

Supeerfleet



Figure 7

9.Conclusion With the help of factor analysis for factors price, quality, accessibility and customer benefits. Multiple regression analysis has been used to find out the relationship between the independent variable price, quality, accessibility and customer satisfaction and the dependent variable purchase decision. Multiple correlation coefficient concludes that the Pearson correlation coefficient between purchasing decision and the price is 0.38, purchasing decision and consumer benefits is 0.83, purchasing decision and quality is -0.34, purchasing and accessibility is -0.30. It means there is a positive correlation coefficient between purchasing decision and price, consumer benefits whereas there is negative correlation between the purchasing decision and quality, accessibility. Major brand of lubricant oil Servo, HP Lube, MAK Lubricant, Castrol, Veedol and Superfleet has been mapped on perceptual map. The two dimensions of perceptual map are price and quality. 10.Limitations

This research will be limited only to Delhi region. This research will be limited to four wheeler segment (Petrol and Diesel).

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Brand Positioning Of Automotive Lubricant In Indian Market

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