4. Market Share Vs. Key Players
Multan
Volume 286,963 100%
Shell 27,468 10%
Total 28,000 10%
Caltex 35,000 12%
BP 15,205 5%
Mobil 15,000 5%
PSO 19,290 7%
Master 18,000 6%
Haroon 6,000 2%
Black Tiger 2,000 1%
Double Horse 4,000 1%
Petromin 8000 3%
Zic/Zipex 24,000 8%
Others (Gulf, Dinar,
Ken Lune, Cirat, RT, LG,
Bull, Dragon, Delta,
Us, Saudi Lube, Tiger,
Target, Index, White
Horse, Speedy,
Momin, Sharlu, Al-
vand, TMO, Honda 85,000 30%
5. Market Trends
• Mono grade is still the most selling grade,
followed by 20W50.
• OEM requirements for modern vehicle is turning
market into a quality and grade conscious.
• Agri belt is still holding mono grade lubricants
• Most lucrative market for MCO segments due to
vehicle population but majority is price conscious in
this segment
6. Geographical Coverage by The Sales Team
MUX
1 ASM
1 SPO
1 WDO
BWP
1 DR
MZG
1 DR
LYH
1 SPO
DGK
1 SPO
1 DR
7. Trade Universe Vs. Coverage - (MULTAN Region)
City Universe Coverage
Multan 1,200 430
Layyah 650 160
D.G Khan 600 120
Muzzaffar Garh 200 38
Bahawalpur 650 38
Totals 3,300 786
* Maximum coverage on Category A & B Outlets
8. Sales Volume On the Coverage Area - (MULTAN Region)
Quarter Ltrs
Q1, 2013 31244
Q2, 2013 20454
Q3, 2013 14475
Q4, 2013 13445
Q1, 2014 24671
Totals 104289
9. Strengths Weaknesses
Opportunities Threats
SWOT Wrap-up
• Renowned Name in Market
• Superior product performance vs. competitors
• Complete range of Lubricants
• An established distribution channel.
• Packing Design
• No OEM Recommendations yet
• Still there are Gaps in distribution channel
• Low market share
• No ATL, BTL
• Lucrative Agri Belt
• Still there are distribution Gaps that can be
covered
• Lucrative MCO Belt.
• Shortage in the supply
• Price Conscious market
11. Support Required
• Loyalty Trade Promo for those customer who already enroller in our trade
promo
• A detailed & Quality product handbook as we see In the case of our
competitors
• Incentive for Sales team on achievement of certain volume, Monthly
• BTL activities for Brand awareness
• Consumer promo for MCO segment.
12. Suggestions and Recommendations
• Management of Distribution stock as per safety stock procedures.
• Continues supply assurance by the company warehouse
• A software that is provided by the company and it is compulsory that each
invoicing of Leppon products go through data punching and syncing the
daily sales with main server.
• A Leppon Branded van for each distribution.
• Uniform for Sales Team.
