Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Changing dynamics of the Indian petroleum industry after the deregulation.

Keywords

Indian petroleum industry, 1990, deregulated, petroleum companies, marketing initiatives, branded fuels, 21st century, value-added fuels, efficacy, marketing support, product development, promotion, distribution, future prospects, product usage, pricing, intensifying competition