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