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MARKETING ASPECTS OF

PASSENGER VEHICLE LUBRICANTS

AND

2 & 3 WHEELER SEGMENT

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I. MARKETING STRATEGIES

II. BRAND BUILDING

III. DISTRIBUTION CHANNELS

IV. PRICING

V. BUILDING CUSTOMER RELATIONSHIP

VI. PACKAGING / MERCHANDISING

CONTENTS

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Marke!"# Srae#!e$Products meeting specifcations laid by vehiclemanuacturers and International Stds.

Pass Cars2/3 Wheeler

ineral !ilsS"# S$# S%# C"&# C$& 'aso (/(PI S$

Semi Synth. S' 'aso "C

Synth. S)# S

  Strong distribution net*or+ supported by innovative

secondary mar+eting. Wider reach.

  Creating ,rand Pull

  Wor+shop -uipments

  $enuine !il ie ups

  -ntry )evel Pricing.

  ore "ocus on rural mar+ets

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Bra"% B!'%!"#,rand / Product ,ased

Print# (udio 0isual edia

%oardings# Wall/Shutter Paintings

1oad Sho*s Consumers as targets

eets 1etailer / echanic / "leet !*ner / "armer

Sponsorship o -vents Sports

Participation in "airs# -4pos etc.

(ssociation in "ree Service Camps

Provide deect ree products and services

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D!$r!(!)" C*a""e'$

PS56s $as Stations

,a7aar Segment

Pvt. ,a7aar Segment

8 $(S Stations

$as Station an6 

  9istributor "leet !perator(uth Ser Stn

  1etailer

ech Consumer

Convenience/9eptt Stores

Consumer

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Pr!+!"#

  Cost Plus / -ntry level Pricing  argeted

margins  Premium Placement  ainly or %igh Per.

Products

  ,enefts passed on# in terms o

 rade 9iscount

Schemes or 1etailers : 0olume ,ased ;

Schemes or echanics

Schemes or Consumers :P!P;  -ventually mar+et may become <0alue or

oney= rather than <oney= as a result o

change in Consumer6s purchasing behavior.

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Re'a!)"$*!-

 (uth. Service Stations !ne Stop Shop

 %elp )ines

 9river raining Programme

 Saety related promotions.

 edical Insurance# -ducation Support

 Piggy bac+ing on support to social needs

area

specifc.

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Pa+ka#!"# /Mer+*a"%!$!"#)arge >o o Product pac+s :?/&/3.?/ 3/@/.A/ .?/&B

ml/ 2B ml;# but may plateau ater sometime and

then may decrease also.

,arrels / ?B ltr. Pac+s or Service Stations.

(ttractive Pac+aging

$reens or C>$.

9isplay Stands. -4clusive Shoppes.