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  ...
Lubricants Industry in Indonesia   2004 : Indonesia had a market volume of about 493    million of lubricants   Motorcyc...
The Competitors   Trailing in the second spot was Top 1 (11% market    share)   The other 34% split among various lubric...
Pertamina Lubricant   Pertamina still leads domestic lubricant market   In 2008: Pertamina launched new Lubricant for   ...
Distribution   There are 4 kinds of distribution patterns conducted    by Pertamina:       Gas station       Pertamina ...
Sales and Promotion   Directly through dealers and gas station   Personal sellling : face-to-face with prospective    bu...
Lubricant consumption                         Motorcycle oil’s                         consumption have                   ...
product                price             place              promotion   Oil used for        Competitive      Pertamina ...
 How   to increase market share
The first focus is on the motorcycle segment. Share ofconsumption of oil for motorcycle was >50%  ▫ Doing partnership with...
The second focus was in passenger car segment.Usually owned by a company (PO), so it will beeasy for Pertamina to promote ...
The third focus was in industrial segment  ▫ Doing partnership with companies, create their    loyality to use national pr...
THANK YOU
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PT pertamina lubricant oil

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PT pertamina lubricant oil

  1. 1. PT Pertamina Lubricant Oil LOCAL MARKET STRATEGYSYNDICATE 4: RACHMI, RAFAEL, RIEKE, PRAMADONA, YUNUS, JOSEPH
  2. 2. 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
  3. 3. 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
  4. 4. 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.
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10.  How to increase market share
  11. 11. 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
  12. 12. 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
  13. 13. The third focus was in industrial segment ▫ Doing partnership with companies, create their loyality to use national product with special price
  14. 14. THANK YOU
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