Debajit Mahanta_B62_C2_RNo17_MS_Assign08

1. Ans: The name of our organization is Numaligarh Refinery Ltd (NRL) and NRL’s main competitor is
IOCL(Indian oil corporation Ltd).

Brand considered: XTRAMILE diesel of IOCL.

Brand promise of IOCL: Brand promise is the commitment made by an organization in terms of
fulfilling their customer’s needs, expectations, benefit by providing the brand product. It helps to
differentiate the product and connects emotionally and creates an image in the hearts and minds of
the customers.

IOCL, a maharatna national oil company is the leading oil refining and marketing company in India is
famous for producing quality products. It produces different petroleum products. Out of which
IOCL’s XTRAMILE diesel is the leader in branded diesel segment which is blended with world class
multifunctional fuel additives. Due to the very high quality of XTRAMILE diesel fuel IOCL has been
able to satisfy the customer needs. Commercial vehicle owners choose XTRAMILE diesel because
they observe a clear value benefit on ‘superior mileage’, ’lower maintenance costs’ and ‘improved
engine protection’ which are IOCL’s brand promise on XTRAMILE diesel. Again a growing section of
customers who own diesel automobiles both in lifestyle and passenger category prefer this fuel due
to its added and enhance performance. So IOCL has been able to deliver its brand promises to the
customers by fulfilling their needs, expectations etc.

The following processes/systems/procedures have been adopted by various internal departments of

IOCL to ensure delivery of brand promise.

(1) Operation department: This department of IOCL is responsible for carrying out different
processes related to operation. The people of this department run the units smoothly and
maintain and record all the parameters in the log book. The persons of this department
become very much cautious when the chemical additives are added to the normal diesel
product to produce XTRAMILE diesel. Since there is always a chance of product failure due to
mismatch of parameters with the design product specifications hence the operational
persons have to work very carefully to meet the product quality. Also production time is very
important for timely delivery of the product to the customers. The operation department
has to work in coordination with various other departments like maintenance department,
technical service department etc to overcome any difficulty during the production cycle of
the product.

(2) Maintenance department: There are four maintenance departments namely Mechanical,
Electrical and Instrumentation, civil departments. These departments help to solve any
maintenance related problem that may arise during operation process. The shift-in-charge of
operation unit always visit the field once or twice daily and records the important
observations and reports to the concerned maintenance department. Accordingly they solve
the problems by proper analysis. For example when an equipment say pump fails for
mechanical reason during chemical dosing process for making XTRAMILE diesel then
mechanical department will assist to overcome the problem.

(3) Technical service department: This technical service persons always look after the plant
datas and follow up with the operation people during the production of the product. Also
 Debajit Mahanta_B62_C2_RNo17_MS_Assign08

they have done detailed studies along with the licensors to follow the best procedure during
production of the product. They always assist in solving different problems during the
production cycle and also help in optimizing the production process to minimize losses.They
also give focus on the improvement of the procedure for better operation so that it takes
reasonable time for producing the product. They also do different R&D research for creation
of new ideas so that IOCL can maximise its profit and reduce its operating cost to the
possible extent keeping the parameters within the limit of environmental regulation.

(4) Quality control department: IOCL has well equipped quality control labs in its refinery
premises. This department is responsible for checking the sample of various products and to
certify the products after meeting the required specifications. For this purpose they take
adequate care to accurately check the samples. Again before producing and marketing any
new product this department check a lot of samples to ensure whether it is meeting the
desired parameters or not. Also they modify or change different equipments as per
requirement to improve quality check. So this department is helping IOCL to provide desired
quality of product to its customers. So from this perspective it can be said that the
company’s business cannot be imagined without the effort made by this department.

(5) Marketing department: Indian oil has one of the largest petroleum marketing and
distribution networks in Asia with over 43000 marketing touch points. Its ubiquitous fuel
stations are located across different terrains and regions of the Indian sub-continent. The
country wide marketing operations are coordinated by 16 state offices and over 100
decentralised administrative offices. So IOCL has well experienced marketing team which
focuses on delivery of the products in time to its different retail outlets so as to reach the
customers at any time and fulfil customer’s satisfaction.

(6) Commercial department: This department is responsible for placing and speed up purchase
orders of different additives, new equipments, parts of equipments etc which are required in
during the production cycle of the product. So this department helps to fulfil the
requirements or necessities related to the production of the product in time.

(7) Vigilance department: Vigilance department places an important role in vigil mechanism of
the organization.This department undertakes participative,preventive and disciplinary action
for establishing effective internal control system and procedures for minimising systemetic
failures.So this department look after the activities of the company and reports any
observation on irregularity in the organization. So this department helps the company to
find out the awful practices existing in the organization and keep the people aware towards
the consequences of doing bad practices. So as a result it helps to maintain a good working
environment that is very much essential for qualitative enhancement of the company’s
functions.

So these departments adopt the above procedures to help IOCL to ensure delivery of the
brand product ‘XTRAMILE diesel’ to its customers.

Reference: https://www.iocl.com