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Case Studies
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Feasibility Study for Setting Up New Petrol Pumps at 18 New Locations for One of the Navratnas: RMSI Pvt. Limited
The client wanted to evaluate the potential for setting up fuel retail outlets at 18 locations. This evaluation process basically consisted of two phases: (a) evaluating the potential business volume (b) understanding the consumer behavior. The exercise also aimed at identifying and evaluating travel related value added services that could be offered at the outlets. Non-petroleum products offering at retail outlets are particularly important in today's scenario of stretched profits margins in the petroleum products sales. Non-fuel products have the potential to significantly contribute to the top line as well as bottom line of the retail outlets.
The objectives for the study could be broadly defined as following:
§ To access the potential for selling motor fuels at identified retail outlet locations. § To understand consumer behavior in terms of fuel buying behavior and retail outlet selection. § To assess consumer preferences for value added services to be provided at retail outlets and travel related facilities (TRF) including lodging facilities. § To identify suitable partners to handle the TRF part of the business. The study was conducted in three stages: - Traffic survey
- Sales volume estimation
- Consumer behaviour understanding
This study gave invaluable guidance to the client in terms of deciding of the locations for opening fuel stations and providing specific travel related facilities unique to each of the locations. |
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IBP Highway Club – IBP Co. Limited
| With the fast-changing scenario in retailing of petroleum products, petroleum companies are working hard on their marketing strategies. IBP had initiated a process of developing its Retail Outlets as Highway-Clubs where provide all the important facilities to truckers. MDRA identified the customers, the major emanating and terminating points and the trucking hubs on the target routes. It studied the major motivators and barriers for visiting the IBP outlets. It also identified the facilities required by customers benchmarked the facilities provided by IBP vis-à-vis that of its competitors. MDRA also provided valuable inputs for developing and operating loyalty schemes. |
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Finalization of Strategy and Action Plan for Rural Initiatives: IBP Co. Limited.
IBP has a vast network of rural retail outlets. The study was conducted to identify products/services, which could be offered at these retail outlets as value added services, and to estimate sales projections for identified products/ services. On identifying products/ services, brands/ agencies were identified for franchisee tie-ups/ alliances. MDRA made a 3-D assessment of the potential by way of Market evaluation, Industry analysis and Retail Outlets' competency mapping. Based on this, a unique Rural Opportunity Index (ROI) was prepared at district and state-levels. |
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User Satisfaction and Corruption in Trucking Operations: Transparency International India
The study was conducted to find the nature of problems faced by truckers and their satisfaction levels with various government departments such as transport department/ licensing authorities, police, toll, inter-state entry, octroi, sales tax, custom, traffic police, forest department, weights and measures dept etc and estimate the extent of corruption prevailing in the trucking operations. A total sample size of 1222 respondents was surveyed in 11 states spread across all the regions of the country. The findings of the survey were widely published and appreciated by various stakeholders, media and trucking industry and suggestions based on these findings were also given by MDRA. |
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Market / Marketing Analysis & Formulation of Strategy for the Development of Seven Clusters in Kerala - Foundation for MSME Clusters
A benchmark study of clusters involving market/marketing analysis was conducted in seven clusters of Kerala. The scope of work also included formulating strategy for the development of these clusters. Marketing analysis included validating the product value chain, current supply chain, customer satisfaction and perception survey, analysing and evolving marketing and branding strategies, measuring relative sales growth and future changes in product market, identifying international/benchmark market needs & target market segments. |
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