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Innovations in Lube MarketingIndian Perspective – Challenges faced and way ahead

Vaisakh KV 8

!ebin K "oseph #8

$hanish %hsen &'

%nkur Loo(ba ))


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Indian Lube Industry

*th largest (arket in the world

+rowing , – -. where as / 0 &. globally

&1*. of world lube (arket

%ccounts for )/. of %sia2s lube de(andPer capita lube consu(ption of ) kg p1a1 where as

) kg1 in 31!1% and )- kg1 in 4estern 5urope


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Market Size

Per capita lube consu(ption in India6 ) kg p1a1 where as ) kg1 in

31!1% and )- kg1 in 4estern 5urope

5th

4th3rd

2nd

1st


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Growth

Indian Global

0-. /0&.

Lubricant Industry Growth


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7 -th largest car (arket in %sia7 &nd largest two wheeler

(arket in the world

7 *th largest co((ercialVehicle (arket in the world

7 &1*. of world lube (arket7 %ccounts for )/. of %sia2s

lube de(and


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Marketing =esearch Process

Proble( $efinition

Develo theresearch lan

Data !ollection

$ata Preparation; %nalysis

=eport +eneration

; Presentation

Indian Lube (arket 0 !hrinking (argins but Marketgrowth rate higher than world average

Suly side e"ert oinion were taken #

De$and side the %uestionnaire were &illed'

Data Sources( Pri(ary $ata6 !urvey

!econdary data6 4hite papers1

)esearch *roaches( !urvey =esearch1

)esearch instru$ents6 >uestionnaires1Sa$lin+ ,lan(

!a(pling 3nit

!a(ple !i?e

!a(pling Procedure6 Convenient

"udg(ent

!ontact Methods( Mail >uestionnaire@elephone Interviews


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9ikeA!cooterB *).!ar- 4./

10 ehicle tye owned

,etrol- 5/

Diesel- 15/

20 ye o& uel used


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Maybe- 13/

5o- 12/

5ot at all- 1/

6es- 74/

30 Do you care about the brand o& Lubricant used in your vehicle8

*lways- 9./5ever- 1/

!o(eti(esB /.

40 Do you care about %uality o& Lubricant used8


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I donCt knowB &).

DesB -).

EoB 8.

50 Do you think the lubricants are correctly riced resently8 :is it worth it80

F)///B )//.

90 *vera+e ;ilo$eters covered in a $onth8


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=4>>>- 47/FG///B *.

20 ?sual @n+ine oil Drain eriod &or chan+e in ter$s o& ;ilo$eters8

Mineral oil- 2>/

Synthetic- 41/

I donAt know- 4>/

.0


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&*

'/

G

)*

&'&*

)#

&-

*G

,re&erred LubricantBrands

Preferred Lubricant9rands


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Marketing Channels Petrol !tations 4holesale $istributors

Lube :il !hops

%uto !pare !hops

%uthori?ed !ervice !tations

+arages

=ural ; %gricultural dealers

!uper Markets

@Cco$$erce as a $arketin+ channel


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!o$any Blendin+,lant

!arryin+ #orwardin+ *+ents

Distributors


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50Co((erce

9uying or selling of goods products or services over internet

More and (ore people stated buying online in India

Internet penetration growing rapidly in India


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ow it works

@nter the vehicle $odel


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%t Custo(er end !olving

%ccessibility JCan find best suitable Lube for the vehicle

Convenience J%t $oor !ervice

=eliable oil check and change

9ased on usage pattern regular alert %ssurance of proper uality and service

Eo adulteration with used lubes

Proper draining off the used lube


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%t Lube Manufacturers end !olving

9etter Custo(er delight

9etter inventory (anage(ent

Proper distribution channels

5li(inating losses in distribution channel

=epeat Custo(ers

9uilding better Custo(er =elation Manage(ent


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Place

5fficient distribution through authori?ed channels1

$irect (arketing initiatives would be pursued for co((ercial

seg(ent1

!olving issues of convenience and accessibility1

Local tie ups with workshop for assisted lube change


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Price

=ationali?ation of M=Ps for select products ; packs that

(akes custo(er

Increased level of trade discounts will continue to keep

(argins under pressure1

Eo delivery Charges fro( custo(ers1 Convenience charge for assisted lube change


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Pro(otions

$isplay and Media %ds

!earch 5ngine Marketing

!ponsorship %ds

=eferrals ; 5(ail Marketing

:nline Catalogs ; chats

Viral Marketing

9log %dvertising

Increased focus on C=M activities in the co((ercial

seg(ent ; trade partners "oint pro(otion initiatives will increase (argins


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=eference

Product (anage(ent in India by =a(anu Mau(dar1Chapter0

&&Page P&8/

Indian Lubricant Industry0 !hrinking Margins

http6AAwww1crisil1co(A=atingsACo((entaryACo((entary$ocsAlub

art1pdf as retrieved on )- Heb &/)-

@heo Mang NLubricants and their (arketO N9rand Positioning of %uto(otive Lubricants in Indian MarketO 9y

+autha( !rivastava=esearch !cholar3pes$ehradun

http6AAwww1kenresearch1co(ApressAindian0lubricants0

industryA)&-1ht(l as retrieved on )- Heb &/)-

www1ibef1org0 http6AAwww1ibef1orgAdownloadAI95Hreportapril#1pdf http6AAwww1(otorindiaonline1inAco(ponentAvalvoline0proves0

fastest0growing0indian0lubricant0co(panyA

http6AAen1wikipedia1orgAwikiALubricants


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You

eed &or lon+ ter$ co$$it$ent and not sheer oortunis$

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