This is proposal for Total with @TienKhai @ThaiHien @ThuanAn We had the first lesson with Marketing

1. Heights of innovation
Marketing Arena 2018

2. CONTENT
03Positioning Total vs
Competitors
05Target Audience
08Opportunities for
A New Product
09Insight
Key Message
10Business Strategy
116P’s Introduction
CONTENT

3. POSITIONING TOTAL vs COMPETITORS
Castrol Shell Motul TotalCaltex
Castrol Power1 Shell Advance Motul 300V Havoline®
SuperMatic
TOTAL Hi-perf
“Bốc như mới” “Chất lượng chinh
phục đường đua thế
giới”
“Casted. Drilled.
Filled”
“Chinh phục động
cơ, vững tay lái”
“Vận hành bền
lực, chung sức mỗi
ngày”
Excellent acceleration
at a touch of the throt-
tle. Castrol POWER1
is our cutting edge
product that promises
THRILL. It is designed
to deliver thrill by giv-
ing excellent acceler-
ation at a touch of the
throttle
When your bike is in
peak condition, it of-
fers you a high degree
of reliability and en-
hanced control, giving
you an enjoyable ride
at all times
Pioneer in synthetic lubri-
cants, Motul has devel-
oped the 300V Motorsport
range based on the unique
ESTER Core® technology
that gives you unrivalled
power increase, outstand-
ing lubrication and optimal
protection, the best condi-
tions for ultimate victory!
Urban driving is difficult.
That’s why Havoline’s new
and improved motor oil
viscosity with C.O.R.E. It’s
even more powerful to help
you catch up with urban
challenges. Performance in
each bottle, helping your
engine operate optimally,
regardless of conditions.
Engine Resistance:
To increase engine
life really gets an
impact on their life
03

4. Comparison
Attributes Reason to believe Pricing Distributed Promotion activities
TOTAL
Engine resistance
Super strong film technology
Pass stop & go test, stress test and
endurance test
Users testimonials
True premium
Total Hi-perf 4T Racing 10W50 1L: 320000VND
Total Hi-tech Scooter 1L: 105000VND
Total Hi-tech Special 20W40/20W50:
95000VND
TOTAL Motozone
Network: around 63
shops in Vietnam,
concentrated in
megacities like HCM,
HN, ĐN and dispersed
in provinces
Discounts for customers through
online channels -20%
Community project:
+ PointCom
+ TOTAL transport knight –
awareness & liability to transport
safety
CASTROL
24/7 Engine
protection
Outstanding
acceleration
Super strong technology film
SAE j300 viscosity is added,
updated to suit the weather and
engine
Upgrades for improved viscosity,
well appreciated by the API
True Premium
Castrol Power Racing: 260000VND
Castrol Power Scooter: 121000VND
Castrol Power: 109000VND
Over 7000 retailers in
Vietnam
Discounts on price
Online Campaigns for riders
New year campaign of gratitude
Festival honoring Mechanists
“Drive On” – Brand Awareness
activities
SHELL
Power retention
Fuel economy
Oil drain interval
Super strong film technology
Internal testing on Honda Wave
125cc motorcycles measured from
the 1000 to 13000 kilometers,
extending the oil period to 6000 km
Low Cost
SHELL AX7 10W-40: 120.000 VND/1L
SHELL AX5: 110.000 VND/1L
SHELL AX3: 90.000 VND/1L
SHELL AX5 2T: 90.000 VND/0.8L
Distributor system
spread throughout
the North, Cental and
South
Shell LubeMatch - app designed
for consumer to find the right
engine oil
Shell Eco-marathon - contests
with aim to find a new solution for
future energy
MOTUL
Engine power
High reliability
Optimum protection
Reduce oil used
Tested on the Porsche 3.6, the
product of Motul increasing engine
power of 7.5 hp
Proven performance through race
cars around the world
True Premium
Motul 300v: 465000VND
Motul Hi-tech: 260000VND
Motul Scooter Power le: 195000VND
Motul Scooter Expert le: 131000VND
Motul 3100 Silver: 119000VND
500 shops, garage, car
repair shop in tphcm
and neighboring areas
1000 agents in
vietnam
Sponsor for racing, moto fest,
road show, product show,
motorsprot world expo,...
CALTEX
Clean and Protect
Oxidation stability
Reduce heat damage
Boost acceleration
Chemical Safety Data Sheet (MSDS)
ISOclean certified lubricants
Product Safety Data Sheet (PSDS)
Overpriced premium
Havoline Super 4T SAE 15W-40: 88000VND /1L
Havoline Super 4T SAE 20W-50: 88000VND /1L
Havoline SuperMatic4T Semi-Synthetic SAE
10W-40: 102000VND /1L
Havoline Plus 2T: 86000VND /1L
Distributed over 39
provinces and cities in
Vietnam
Command true power with
Marvel Studio’s Avengers: Infinity
wars

5. ARGET
T UDIENCE
A
MALE CUSTOMERS from 25-40 years old
living in large and medium cities (HCM,
HN, DN,..)
MEDIA CONSUMPTION
Traditional channels: TV (most used),
Print Press (physical Print Press)
Digital channels: Smartphone,
Deskop/Laptop (mainly through
Online Print Press)
Others: Recommendations from
acquaintances
They have completed tertiary education
level and are while-collar workers with
the minimum wage of 5 million. They
are married and seeking for a stable life
05

6. EHAVIOUR
B 01Habitual patterns (why do customers choose this product?)
Previous experience with this product/brand
Brand reputation Recommendation from manufacturers or
mechanists
Brand reputation
02Type of web information looked for
Just a minority of consumers (12%) actively search for inf about lubricants on the Internet
The right range of motor oil to use for a specific vehicle (40%)
Price comparison from different brands or suppliers (36%)
Technical information on Manufactuer web (32%)
03Purchase Experience
Oil change or top-up performed by themselves (drivers) or by a relative (Do It Yourself –
8%) OR service performed by a professional (92%)
But 84% of the target are active purchasers, they asked for a particular brand (41%) or
chose among available brands (42%)
06

7. ttitude
A Image Drivers
* Perceived value of customers about Total: True Premium (considered more expensive than
other lubricants but offering better values )
Comparing to Castrol: price higher than Castrol and perceived value is lower than Castrol
NMET
U EEDS
NNeed for a type of lubricant which energizes the scooter effectively as well
as minimize water damage to its engine in rainy conditions, especially in
large cities like HCM City
A new brand
International brand
Respect the Environment
Value for money
Peace of mind
Optimum protection
High engine performances
Fuel-saving
Least important attributesMost important attributes
07

8. OPPORTUNITIES FOR A NEW TOTAL PRODUCT
FACT
POTENTIAL
Increase in 2W population and production (almost 42 millions in use)
Motorcycles, scooters and mopeds dominate 2Ws
Increased usage for 2Ws for commercial transportation (motorcycle taxis
like Grab, Uber,...)
Growing number of automatic transmission-equipped scooters
Frequency of rainy weather and flash flood as a result in HCMC
People are well aware of the damage that water does to their scooters in
rainy weather
There are very few lubricants on the market that shield the engine of the
bikes from the impact of water
08
The engine consumes more lubricant under the effect of water
There are chances that the engine may fail on the road due to water

9. NSIGHT
I
EY
K ESSAGE
M
“ Driving in the rain sucks. Not only do I get wet myself but my
bike also get damaged by water. Sometimes the engine fails,
which cost me a homecook meal with my family or a meeting
with my clients. And fixing the damage is very pricey. I wish
for a solution to save my bike’s engine from water. ”
“ THE BEST ENERGY? RAIN OR SHINE! “
09

10. BUSINESS STRATEGY
SCOOTER
Escalating
Upgrading categories
Expansion marketshare
GEAR BIKE
Business
as usual
RACING BIKE
Business
as usual
10

11. PRODUCTOVERVIEW
TOTAL Hi-perf 10W30
The best energy? Rain or Shine!
6P’s Positioning
To urban–dwellers who travel frequently with your scooters, when
you use Total Hi-perf 10W-30 Shield lubricant, you are offering your
engines with optimum protection, especially against water damage
6P’s Product
New Hi-Perf motor oil engine oil, new Rshield technology boosts
the resistance of the scooter motor to the damaging effects of water
6P’s Price
Penetration, priced competitively against Castrol and Motul, price
discrimination for lower salary workers
“ Let Total protect your bike’s engine from water “
11

12. PRODUCTOVERVIEW
TOTAL Hi-perf 10W30
6P’s Promotion
TV commercials, Social media, Free lube sessions, Branded
Promotional Gifts, Customer Satisfaction & Product Show,
Product Fairs, Charity Events, Sponsorship of Programs ...
6P’s Packaging
A modification in the opening section to form a funnel
shape, making it easier to use lubricant.
6P’s Place
Distribution shops of Total (Motorzone), Independent
Shops, Garages,...
12
HI-PERF
10W-30
1L
SHIELD
The best energy? Rain or Shine!
“ Let Total protect your bike’s engine from water “
The
Funnel
Shape

13. THANK YOU