PT pertamina lubricant oil
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PT pertamina lubricant oil

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PT pertamina lubricant oil PT pertamina lubricant oil Presentation Transcript

  • PT Pertamina Lubricant Oil LOCAL MARKET STRATEGYSYNDICATE 4: RACHMI, RAFAEL, RIEKE, PRAMADONA, YUNUS, JOSEPH
  • The Issues Sales of Pertamina’s lubricant products were declined, caused by the competitor’s increase of share There were competitions between other competitor’s products
  • Lubricants Industry in Indonesia 2004 : Indonesia had a market volume of about 493 million of lubricants Motorcycles or 2 wheelers have a larger population Liberalized market turning Indonesia into an attractive center for lubricant sales Pertamina commands 52,3% of market share in 2007
  • The Competitors Trailing in the second spot was Top 1 (11% market share) The other 34% split among various lubricant brands: Pennzoil, Shell, BP, Castrol, Evalube, Agip, Motul, et c.
  • Pertamina Lubricant Pertamina still leads domestic lubricant market In 2008: Pertamina launched new Lubricant for automotive and industrial usage Pertamina lubricant quality has been proven and recognized internationally Pertamina’s products : Enduro, fastron, Mesran, etc. More than 17 brands are now available for domestic retail market, while 18 others are available for industrial market
  • Distribution There are 4 kinds of distribution patterns conducted by Pertamina:  Gas station  Pertamina olimart  Lubricating Agent  Consumer Direct Pertamina operating 7 marketing regions, 180 distributors, 45 olimarts, widely spread all over Indonesia
  • Sales and Promotion Directly through dealers and gas station Personal sellling : face-to-face with prospective buyers Sales promotion Participate in exhibition Sponsors rally and sport activities Above the line and below the line activities
  • Lubricant consumption Motorcycle oil’s consumption have rapid growth. Contributing 50% of oil consumption for automotive sector Oil consumption sfor automotive sector have positive growth tendency, contributing over 50% towards oil consumption in automotive and industry
  • product price place promotion Oil used for  Competitive  Pertamina  Directly through operates 7 dealers and gas passenger price compred station to other marketing car, bus, truck,  Personal selling : regions, 180 face to face with motorcycle and similar oils distributors, 45 potential buyer industry with olimart, spread  Sales promotion proven quality all over  Create gathering and recognized Indonesia dan events with internatinally customers  Distribute it  Exhibitions and The products through Gas sponsor many are such as : station, Pertamin activities Fastron, Prima a  Above the line Olimart, Lubricat and below the XP, mesran, En line activities ing agent and duro, etc. Consumer direct
  •  How to increase market share
  • The first focus is on the motorcycle segment. Share ofconsumption of oil for motorcycle was >50% ▫ Doing partnership with motorcycle dealers, that all new motorcycles should use pertamina’s lubricant ▫ Doing pertnership with motorcycle garage, and have them advice the customer, the best product is pertamina’s products ▫ Create gathering involved authorized motorcycle dealers and motorcycle garage to strengthen positioning of pertamina’s products
  • The second focus was in passenger car segment.Usually owned by a company (PO), so it will beeasy for Pertamina to promote their products ▫ Doing partnership with PO, create their loyality to use national product with special price ▫ Doing partnership with passenger car garage, advise them that the best product is pertamina’s products ▫ Create gathering that involved PO and passenger car garage to strengthen positioning of pertamina’s
  • The third focus was in industrial segment ▫ Doing partnership with companies, create their loyality to use national product with special price
  • THANK YOU