4. Case ANALYSIS
• Objective: Increase Gulf Oil market share in PCMO
segment using synthetic/Premium space and occupy
the second position in the market.
• Inspite of strong sports associations as well as
campaigns it has a relatively low market share.
• Few B2B OEM collaborations which otherwise
drive sales majorly.
• Low affinity towards Gulf synthetic/Premium
products among influencers (Mechanics/Garage
Owners).
Market Share
PSUs
Castrol
Veedol
Gulf Oil
0% 7.5% 15% 22.5% 30%
5. EXPLORATORY RESEARCH
city Type Car Brand Oil Brand Reason
Ahmedabad
Authorized
Service
Centres
Hyundai Servo B2B tie up
Volkswagen Castrol Magnetic B2B tie up
Renault Total Elf B2B tie up
Maruti Suzuki Castrol/Mobil/Total B2B tie up
Small /Medium
Garage
Hatchbacks Castrol/Shell
Commission/
Sales Perks by
Distributor
High End
Garage
Jaguar,BMW,
Merc,Volvo
Wurth/Bosch
Premium Brands for
quality
Delhi Small Garage Hatchbacks Shell
Commission/
Sales Perks by
Distributor
Mumbai
High End
Garage
Luxury Cars Castrol Magnetic
Premium Brands for
quality
6. Research and analysis
Gulf Oil is facing Visibility Issues
in the market as far as end
consumers are concerned
Communication gaps and Supply-
Chain Issues
Mechanics/
Service Centres
influence 90%
Car Owners
Low
Interaction
&
Activations
Visibility Issues
Lower
Salesmen
Touch-Points at
B2B level
Lower
Commissions
&
No Credit
Accessibility
&
Packaging
Assume Gulf
to be mass
market
quality
Luxury
Garages
unaware about
premium Gulf
grades.
7. BTL
Distribution
reach
program for
Retailers
‘The Moving
Mechanic’
Corporate
Tie-ups
Retailers Consumers Corporate
Loyalty Benefit
Program
Motivation of
Mechanics via
F1 Pit Visits
8.
9. Advertorials in
Auto Blogs like
Autoblog/
Jalopnik
Influencer
Marketing like
Tweets by
Karun
Chandhok &
Virat Kohli
#IfCarsCouldTalk
What do you think
your car would say
to you if she could
talk & share your
Stories
Videos of
Drivers changing
the engine oil.
Promoting
awareness of
engine oil
ATL
10. The Gulf GrandstandGulf would introduce
premium experiential
stores under the label 'The
Gulf Grandstand' for
passionate car drivers with
customized playstations,
bowling alley and other
attractions. Only premium
Gulf products would be sold
here. Further new product
launches and other
activations can be done in
the store to attract
premium customers
and increase visibility.
11. 0
82.5
165
247.5
330
Dec'15 Mar'16 Jun'16 Sep'16 Dec'16 Mar'17 Jun'17 Sep'17 Dec'17
Sales(incrores)
After 3 months of campaign, by Mar ’17, Sales of Gulf Oil is expected to exceed that of
Veedol. Hence, the 2nd position in the PCMO category!
Growth Projection post campaigns
CAGR (2016-17)
15.3%
