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Distributor Interview

Introduction
Interviewer
Overview of our Project:
Project dedicated to understand more about the way Total Lubricants can grow on the Puerto Rican
market. The purpose of the interview is to :
Gain a better understanding of the market and region
Understand what growth opportunities there are for Total and Elf brands on your region /
market
Understand how Total can work more closely with its distributors to increase sales

Confidentiality
Results will be aggregated
Quotes will be used, but NEVER attributed to individuals
Time contract is 2 hours

Background Details

Interviewee
Name of Wholesaler / location
Role /t title & Function:
Number of years at Company
Background:




Phone number:
Date and time:
Interviewer:


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Part 1 : OVERVIEW (Automotive and Industry)

1. What are the main facts of your Lubricants business?
N. of years in the business / selling Total or Elf brands



Region(s) covered and evolution



Breakdown of sales per segment (% and L)
Auto :
Indus :
Other :


Do you have other activities than Lubricants sales ?
If so, what does your lubes business represent over your global activity ? (%)




2. How many people work in your company? What main functions?
(Prospection ? sales ? Marketing? Technical assistance?)




3. How is your sales force organized?
- Is there a specific sales force for each brand? How many people?


- Are some of the sales reps working for you belonging from lubes suppliers sales staff?


- Do the sales people visit the outlets? How often?



4. How are your sales force objectives set? Do they have objectives in terms of :
o numerical distribution
o product-mix
o volume only ?






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Part 2 : AUTOMOTIVE

5. How do you see the Automotive Lubricants market evolving within the next 5 years and how
do you project your business in this market ?




6. Who are the main lubs suppliers for Automotive products (estimated market share %)?








Sales channels

7. Ask % of sales, number of customers and general market evolution

Channels %market Trend of the % your sales Nb customers
channel
Independent Garages
Authorized garages
Oil Shops
Fleets
Hyper/supermarkets
Others?

(draw with your interlocutor his distribution flow chart, from suppliers to final customers)


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8. Do you think independent garages might be interested in a branded rapid oil change
concept ? How could we implement it?









9. What are the key success factors to supply OEM authorized dealers ? (e.g. equipment vs
volume/mix contract, training, services, promotional campaigns ?)









10. How do you think we could develop sales in the hypermarket channel?










11. What are the most efficient levers to develop sales with Lubricentros (Quick lubes service)?









12. How do you think we could increase our presence in the Fleets channel?
(wider range, negociation tools,)?







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Products
13. Ask % of sales and general market evolution
Products % your sales trend of the market (, )
Passenger cars
- Diesel oil
- Gasoline

- Mineral
- Synth (1/2 synth)

Trucks / Fleet
(Agri / TP)
Fishing
Greases
others


14. What is the breakdown of your sales regarding product performance level ? (API)




15. Is API spec important ? Oems specifications ?




16. Do you receive enough information on products?





17. Considering your customers, what are the most important criteria in the purchasing of a
lubricant ? (Rank criteria)
Retail customer Professionnal
Qualtiy product (API, OEMs spec)
OEMs recommendation
Price
Brand awareness
Brand Loyalty
other



Pricing

18. What is the price positioning of the different brands you sale?




19. How do you set prices? (freedom versus supplier ?)



20. What minimum margin level enables you to develop your business ?

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Communication and service

21. What are the most efficient communication means ? (sponsoring, radio, TV, )



22. What kind of branded promotional tools does help to develop your sales with your customers
cars and trucks (Point of sales, gift-promotions, promotional items, brochures)?




23. Do your current suppliers provide you Trainings ? Does it meet your needs? (products ? sales?
Merchandising ?...)





24. Could an incentive program motivate you to sell more products?
Which type of incentive would motivate you most?
- End-year rebates?
- Gifts? Trips?
- Promotional / merchandising products?


25. Do you have incentives for your own customers?




26. What would interest you in selling TOTAL/ELF products ?





Part 3 : INDUSTRY

1. What industries are present in your region ?







2. What are the main lubes suppliers for these applications ?




3. What market segments do you currently sell to? How many and size?

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Segments Sales Volume
Food
Pulp and paper
Mines
Energy
Metal working
Steel
Aviation
Chemicals
Materials
Textiles

4. What are your distribution channels (other distributors or direct sales)?




5. What types of products?





6. What is your development approach in Industry (relationships , specific competence,
geographical proximity,)?





7. What are the decisive factors to gain new industrial customers?
technicity of the product
product range
customer references
foreign brand and Total in particular
combine offer : lubes + services + fuel + .)
other?


8. Do you have enough tools / information to deal with Industry customers in a professional
way?






9. What kind of service offers do you provide for your industrial customers (grease plans,
technical assistance, equipment, training,)? Could you use our help in these services?