Amity Business School

CASTROL: INITIATIVES TO
INCREASE RURAL
FOOTPRINT

Srijit Chatterjee (C-61)

Ankit Gupta (G-06)
 CASTROL Amity Business School

• Castrol in india DATES BACK to 1910 when certain automotive lubricants

from C C wakefield & company made an entry in the indian market. In 1919,
C C wakefield & company set up its first overseas branch office in india and
commenced operations as a trading unit.

• The second largest player in the indian lubricant industry and is the market
leader in the retail automotive lubricant segment. Castrol india is part of the
BP group worldwide
 Indian rural automobile
Amity Business School
lubricant market

• Huge potential for growth

• Large increase in automobile ownership
• Change in engine technology
• Infrastructure growth
• Demand for automotive services
• Overall economic activity
 Operation attack Amity Business School

• Castrol CRB had been relaunched with a

heatproof formula. RC&M designed Operation
Attack to enable Castrol to gain market share
for the relaunched engine oil
• The campaign was rolled out in two phases.
The first phase involved a live technical demo
of the product and the second was a film called
Jai Kisan
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• As part of the live demo, two pistons, one with

ordinary engine oil and the other with Castrol
CRB Plus, were put to work side by side. A
thermometer was fitted to measure the
temperature within the piston. Ordinary engine
oils evaporate when the piston reaches a
temperature of 300 degrees, but with Castrol
CRB Plus, the piston remained coated with a
layer of oil even at that temperature.
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Amity Business School
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• The film, Jai Kisan, was screened at various

places, after which there was a question and
answer session.
• RESULTS: Reached 150000 farmers across 65
districts in India.
1500 shows in 90 days by 5 demonstration
trucks.
Top of Mind Awareness of CRB plus by 12.1%.
16% increase in overall market share in different
markets.
 Educating rural customers Amity Business School

on advantages of CRB
• Castrol had introduced synthetic technology in the
engine oil .
• For Castrol CRB Plus consumers, ‘Synthetic’ was an
unknown technology
• An Agriculture Modernization Programme for tractor
owners was created by Castrol to educate farmers on
appropriate tilling techniques for a better yield besides
making them aware that by using CRB plus they can
enhance the life of their tractor.
• CHALLENGES FACED: identification of core consumers,
prioritizing & mapping markets
• Non-availability of tractor owners’ data at village level
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• Company’s sales data was used to prioritize states.

Using Lincompass, a Castrol Market Potential Index
(CMPI) was developed for the selection of most potential
districts in priority states. Then to create CMPI for the
districts, a multivariate correlation analysis was done to
understand the brand sales affinity with 256 socio-
economic parameters. Out of 432, top 110 districts
(contributing 56% of total sales and 61% of tractor
owners’ universe) were then selected for the campaign.
Result: A 94% accuracy level was achieved in estimating
the number of tractor owners per village. What’s more,
an immediate impact was observed in the campaign
areas – 18% incremental sales (as per company’s local
dealer’s sales report).
 OEM Partnerships With Amity Business School

Major Automobile Manufacturers

• Tata Motors - Commercial Vehicles Division
• Tata Motors - Passenger Car Division
• Mahindra & Mahindra - Farm Equipment Sector
• Maruti Udyog Limited
• JCB India Limited
 CSR INTIATIVES Amity Business School

• Bandiya: helped recover villages after the

Gujarat earthquake
• Joint venture with Tata power to provide
solar energy in Karnataka
• Promoting road safety to drivers
 Amity Business School

• Associating with sports: Castrol Cricket

Index
• Sponsors of Fifa World Cup 2010
• Castrol car care points and pit stops for
bikes.
 KHABARGAR Amity Business School

• One-stop transport point of castrol where there

are internet facilities, libraries and bulletin
boards that display change in rates,
• Roads that have been temporarily shut down
and other relevant information for transporters
• They are also planning to set up rest rooms and
refreshment centers so that the target audience
spends extended hours of time in such key
communication points
• They are looking at making such initiatives a
unique communication and helpline centre for
the transport industry 
 PRIMA ZONA Amity Business School

• These service stations will demonstrate the

complete experience of visiting a car factory for
the vehicle owner right at the workshop.
• Deliver a complete ambience and orderliness of
a typical factory-like environment. 
• Effort to build a lasting relationship with the
consumers at the service stations
 Amity Business School

THANK YOU