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Lubricants

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  • 1. Industrial Marketing Lubricants
    By : Deepak Renuse
  • 2. Definition: Lubricants
    A lubricant is substance (often liquid) introduced between two moving surfaces to reduce the friction between them.
  • 3. Composition
    Typically contains 90% base oil(petroleum-mineral oils) and less than 10% additives
    Non liquid lubricants contains Grease, powder(dry graphite, Molibdenumdisulphite), Teflon tape used in plumbing etc.
    Those non liquid lubricants provide lubrication at higher temp.(up to 350 °C)
  • 4. ADDITIVES USED IN LUBRICANTS
    (1) Anti oxidant --- Aromatic amines,Phenols,Sulphides and phosphates
    (2) Corrosion Inhibitor --- Amino salts and salts of sulphonic acids
    (3) Antiwear agents --- Tricresyl phosphate
    (4) Foam inhibitors --- Glycerols
  • 5. Types of Lubricants
    Solid lubricants e.g Wax, Talc, Mica, Molibdenum disulphide
    Semi solid lubricants e.g. Grease and Vaseline
    Liquid Lubricants e.g. Mineral oils, Vegetable oils, Animal oils
    Synthetic lubricants e.g. Polyglycols, Silicones, Organic amines, Imines, Amides.
  • 6. Features of Lubricants
    Increase efficiency and reduce wear
    Dissolving or transporting foreign particles and distributing heat
    Single largest application is in form of Motor Oil, protecting internal combustion engines in motor vehicles and powered equipments
    Another approach is to use ball bearings, roller bearing or air bearings which in turn require internal lubrication themselves
  • 7. Uses
    Other uses are for cooking, biomedical applications on human(lubricants for artificial joints), ultra sound examinations for males and females etc.
  • 8. Applications
    Automotive Industry-Engine oil, Automatic transmission fluid, Gearbox fluid, Break fluids.
    Tractor(One lubricant for all systems)
    Other motors(2 stroke engine oil)
    Industrial(Hydraulic oils, Air compressor oils, GasCompressor oils, Gear oils Bearing and circulating system oils, Refrigerator compressor oils)
    Aviation
    Marine
  • 9. Key Functions of Lubricants
    Keep moving parts apart
    Reduce friction
    Transfer heat
    Carry away contaminants & debris
    Transmit power
    Protect against wear
    Prevent corrosion
    Seal for gasses
    Stop the risk of smoke and fire of objects
  • 10. Gear and Transmission oils
    Automotive Oils
    Automotive Grease
  • 11. Marketing Strategies
  • 12. OEM Approval
    Normally there are many specifications of OEM.
    OEMs do extensive testing and maintains active list of approved products.
    Some Lubricants Mfr. Specify OEMs that use their products.
    E.g. Cummins, Volvo, BMW, VolksWagen
    In OEMs direct marketing can be used.
  • 13. Performance
    Lubricants Mfr. Claims benefits for customers based on superior performance
    Glamorous advertising, sponsorships of typically sporting events and endorsements.
    E.g. F1 Race by Castrol,
    B2B market place the marketer is normally expected to show data that supports the claims, hence reducing the use of broad claims.
  • 14. Efficiency
    The lubricant marketer claims improved equipment efficiency when compared to rival products or technologies
  • 15. Economy
    The marketer offers a lubricant at a lower cost than rivals either in the same grade or a similar one that will fill the purpose for lesser price
  • 16. Environment Friendly
    The lubricant is said to be environmentally friendly
    Several organizations, typically government sponsored, exist globally to qualify and approve such lubricants by evaluating their potential for environmental harm
    .Typically, the lubricant manufacturer is allowed to indicate such approval by showing some special mark
  • 17. Quality
    The marketer claims broad superior quality of its lubricant with no factual evidence
    The quality is “proven” by references to famous brand, sporting figure, racing team, some professional endorsement etc.
  • 18. Disposal
    It is estimated that 40% of all lubricants are released into the environment.
    Disposal:Recycling, burning, landfill and discharge into water may achieve disposal of used lubricant.
  • 19. Companies manufacturing Lubricants
    Castrol
    Volvoline
    Veedol
    Amichem dictionary
    Anand engineers
    Anand oil companys
    Aum Consultancy
    Bharat petroleum Corporation ld.
    B.M. Petrochem