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The International Journal Of Management

43 Vol 2 Issue 4 October, 2013 www.thei m.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 companys 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 productrelative 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 brands positioning in the market place.

Al Ries and Jack Trout said that to develop a positioning program, six critical questions mustbe 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. Wecan 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

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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 toconsumers.

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 canestablish a brand personality, and through precise market segmentation identify and reach your target audience, but what linksthem together is positioning the brand in the minds of that audience. But, what is a position and how do you arrive at a goodstrategy for achieving one.

The branding process seeks to create a unique identity for a company, product or service, which differentiates it from thecompetition. 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 brandplatform 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 peoples 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 brands common features with competitors. Effective competitive positioning does not requireonly 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 thebrand. For instance, a fast food brand tries to differentiate itself from the other players in the fast food category on the keyproposition 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 maypull 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 uniqueassociations 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

brands 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, theordinary or average person imagery is also an effective way of differentiating a brand. Brands like Wheel and Fair & Lovely seekto 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 firstsignal 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.

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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 thesurfaces is called lubricity. The lubricant oil have following characteristics:

High boiling point

Low freezing point

High viscosity

Thermal stability

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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 gasesIndia 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. Indianautomotive 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 rateof 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 CorporationLtd.

SERVO SERVO 2T Supreme, SERVO Pride, SERVO Ultra, SERVOPremium

Table 2: Psus 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 20W50Castrol 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

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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 hadincreased it to 18 percent. To major gainers in market shares during this period are Tide water oil and Gulf oil India (A Hindujagroup).

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 90s 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 90s.

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

P

e

r

c

e

n

t

a

g

e

Year

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6.Scope Of Study

PSUs lubricant brand (Servo, Mac and HP Lube) is continuously losing their market share in the Indian lube market. So thisresearch 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

Vehicles1980-81 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 DataSecondary 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

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8.3.Area of Sampling

The sample will be collected from the Delhi region.Delhi region will be divided into following sub region:

East

WestNorth

South

CentralThe sample size will be divided in the ratio of commercial and non commercial four vehicles which are registered in Delhi. Afurther 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 consumerbenefits 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 tomeasure that whether these factors are able to measure the satisfaction of lube consumers.

Table 5

Reliability Statistics

Cronbach's Alpha Cronbach's AlphaBased 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.

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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 1.000Table 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 ifItem Deleted

ScaleVariance if

Item Deleted

CorrectedItem-Total

Correlation

SquaredMultiple

Correlation

Cronbach'sAlpha 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 Cronbachs 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

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Correlations

Purchase Decision Price Quality Accessibility Consumer

Benefits

PearsonCorrelation

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 .241Consumer 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

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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 MappingPerceptual 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 axisFor the upper side of the map Low Price

For the bottom side of the map High PriceStep 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 QualityStep 4: Entered the brand to be mapped

Step 5: Scored each brand for the two attributes price and qualityUsed a 1 to 9 scale

Horizontal attributes

1 = Low Price

5 = Equal mix of both9 = High Price

Vertical Attributes

1 = Low Quality5 = Equal mix of both

9 = High Quality

Step 6: Size of the circles shows the market share of the different brands.1 = Small

5 = Medium9 = Large

Table 17

Collinearity Diagnosticsa

Model Dimension Eigenvalue Condition

Index

Variance Proportions

Constant Price Quality Accessibility ConsumerBenefits

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

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Figure 5

Figure 6

Servo

Mak Lubricant

HP Lube

Castrol

Veedol

Superfleet

Perceptual Map of Lubricant Oil Brand in Indian Market

Healthy

Limited Choice

Low

Quality

High Price

Low Price

HighQuality

0

1

2

3

4

5

6

7

8

9

0 2 4 6 8 10

Price

Quality

BranServo

Mak

HP Lube

Castrol

Veedol

Supeerfleet

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Figure 7

9.ConclusionWith 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 coefficientbetween 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 purchasingdecision 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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