MARKETING ASPECTS OF

PASSENGER VEHICLE LUBRICANTS

AND
2 & 3 WHEELER SEGMENT

CONTENTS
I. MARKETING STRATEGIES
II. BRAND BUILDING
III. DISTRIBUTION CHANNELS
IV. PRICING
V. BUILDING CUSTOMER RELATIONSHIP
VI. PACKAGING / MERCHANDISING

Marketing Strategies
Products meeting specifications laid by vehicle
manufacturers and International Stds.
Pass Cars2/3 Wheeler
Mineral Oils SF, SG, SH, CF4, CG4 Jaso MA/API SG
Semi Synth.
SJ
Jaso FC
Synth.
SL, SM
Strong distribution network supported by innovative
secondary marketing. Wider reach.
Creating Brand Pull
Workshop Equipments
Genuine Oil Tie ups
Entry Level Pricing.
More Focus on rural markets

Brand Building

Brand / Product Based

Print, Audio Visual Media

Hoardings, Wall/Shutter Paintings
Road Shows Consumers as targets
Meets Retailer / Mechanic / Fleet Owner / Farmer
Sponsorship of Events - Sports
Participation in Fairs, Expos etc.
Association in Free Service Camps
Provide defect free products and services

Distribution Channels
PSUs

Gas Stations

Bazaar Segment
Pvt.
Bazaar Segment
- -> GAS Stations
Gas Station
Manf

Consumer

Distributor
Auth Ser Stn

Fleet Operator

Retailer
Mech
Convenience/Deptt Stores

Consumer

Pricing
Cost Plus /- Entry level Pricing Targeted
margins
Premium Placement Mainly for High Perf.
Products
Benefits passed on, in terms of
Trade Discount
Schemes for Retailers ( Volume Based )
Schemes for Mechanics
Schemes for Consumers (POP)
Eventually market may become Value for
Money rather than Money as a result of
change in Consumers purchasing behavior.

Building Customer
Relationship

Auth. Service Stations One Stop Shop

Help Lines
Driver Training Programme
Safety related promotions.
Medical Insurance, Education Support
Piggy backing on support to social needs
area
specific.

Packaging /
Merchandising
Large No of
Product packs (5/4/3.5/ 3/1/.9/ .5/40
ml/ 20 ml), but may plateau after sometime and
then may decrease also.
Barrels / 50 ltr. Packs for Service Stations.
Attractive Packaging
Greens for CNG.
Display Stands. Exclusive Shoppes.