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Marketing Study On Castrol

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The featured presentation gives a brief idea about the marketing techniques used by Castrol to monitor its place as the leading player in the automotive lubricant industry in India.

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Marketing Study On Castrol

  1. 1. A Marketing Study
  2. 2. Contents 1. Significance of Study 2. Industry Profile 3. Company Profile 4. 4 Ps of Marketing 5. SWOT Analysis 6. Porter’s Five Forces Model 7. Way Forward 8. Key Lessons
  3. 3. Oil plays an important element of our energy basket. Also , a scarce & expensive commodity The ever changing oil prices and current shift of power dynamics globally. A greater demand for well informed and resourceful managers. The need of intelligent and proactive approach towards niche marketing sector
  4. 4. 2.Industry Profile India : • An Important market for the lubricant industry world-wide • Contributes 6% to global automotive lubricants demand and over 4% of industrial lubricants demand. • Largest lubricant market after China and US Indian National Oil Companies + Castrol 55% Other Multination als 20% Smaller Players 25% Indian National Oil Companies + Castrol : share 55% of market in terms of volume Another 20% shared by other multinationals. Rest by smaller players largely local
  5. 5. Automotive Lubricants Non- Automotive Lubricants Industry Segmentation Four Wheelers, Two Wheelers, Trucks Marine and Energy Lubricants Industrial Lubricants
  6. 6. Major Industry Development • Industry saw favourable cost of goods environment for the year due to the prevailing crude pricing and supply situation all through the year (2015) • Vehicle Sales grew by 2% compared to previous year • Industry needs to respond with new products that are able to cope with the increasing sophistication of modern vehicles. • The advent of with higher performance has an impact on structural demand in the industry as lubricant consumption decreases while per unit cost and price realization increases. • Other drivers remaining unchanged, the growth in demand for lubricants is expected to lag vehicle population growth rate in the foreseeable future.
  7. 7.  Castrol India is the 2nd largest manufacturer of automotive and industrial lubricants in the Indian lubricant market and owns around 22% market share in the overall Indian lubricant market  The company is headquartered in the UK and operates directly in over 40 countries, and employing approximately 7,000 staff worldwide.  In nearly 100 other markets, it is represented by third party distributors who market and sell our products locally.  The Castrol delivery network extends throughout 140 countries, covering 800 ports and partnering with over 2000 distributors and agents
  8. 8. The full range of Castrol metalworking fluids, cleaners, corrosion preventives and lubricants. Marine - Cylinder oils-crosshead, crankcase oils-crosshead, truck piston engine oils, hydraulic oils, gear oils, compressor oils, turbine oils, refrigeration oils, emulsifiable oils, heat transfer oils, greases, and fishing. Products range of more than 100 products has around30 high selling products.
  9. 9. 4.
  10. 10. • Maximizes short and long term engine performance • Reduces engine deposits to help maximize engine response • Sustains maximum performance even when under pressure • Independently proven to Improve engine efficiency • Delivers unsurpassed levels of protection across a variety of driving conditions and temperature • Delivers and sustains maximum horsepower for longer, even when under pressure
  11. 11. Castrol GTX ECO delivers 10% CO2 reduction* AND helps extend engine life . Kedar Apte, Head - Brand and Communications at Castrol India commented: “Our team of experts has achieved what was previously thought impossible: to deliver significant CO2 reductions from the oil’s life cycle, while providing the benefits of Castrol GTX Diesel, which helps to extend your engine life by providing 2 times better protection from soot problems**. By re-refining used oil and delivering it as a high-quality product, Castrol GTX ECO delivers CO2 reductions without compromising on engine performance or protection.”
  12. 12. Innovative Ways of Marketing
  13. 13. 6. Porter’s 5F Model 2011/28/2016
  14. 14. 7. Way Forward  Castrol enjoys the position of leading private player in India. Yet its major competitors are the PSUs.  The new entrants in the market are coming up with products at lower rates than Castrol. Castrol will need to maintain the quality of its customers and brand recall value amongst the customers.  Customer Choices: A small segment of lubricant consumer still rely on the words of mechanic. Awareness about product needs to be encouraged further.
  15. 15. 8. Key Lessons  Aggressive Marketing: All routes policy  Research and Development – Better market study, better promotions, better products  Trade Marketing  Role of Distribution Channels

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