This document provides an overview of industrial lubricants. It defines lubricants as substances introduced between moving surfaces to reduce friction. Lubricants typically contain 90% base oil and less than 10% additives. Additives include anti-oxidants, corrosion inhibitors, antiwear agents, and foam inhibitors. The document outlines the types, features, uses, applications, functions, and marketing strategies of industrial lubricants. It also lists some major companies that manufacture lubricants.

1. Industrial Marketing LubricantsBy : Deepak Renuse

2. Definition: LubricantsA lubricant is substance (often liquid) introduced between two moving surfaces to reduce the friction between them.

3. CompositionTypically contains 90% base oil(petroleum-mineral oils) and less than 10% additivesNon liquid lubricants contains Grease, powder(dry graphite, Molibdenumdisulphite), Teflon tape used in plumbing etc. Those non liquid lubricants provide lubrication at higher temp.(up to 350 °C)

4. ADDITIVES USED IN LUBRICANTS(1) Anti oxidant --- Aromatic amines,Phenols,Sulphides and phosphates(2) Corrosion Inhibitor --- Amino salts and salts of sulphonic acids(3) Antiwear agents --- Tricresyl phosphate(4) Foam inhibitors --- Glycerols

5. Types of LubricantsSolid lubricants e.g Wax, Talc, Mica, Molibdenum disulphideSemi solid lubricants e.g. Grease and VaselineLiquid Lubricants e.g. Mineral oils, Vegetable oils, Animal oilsSynthetic lubricants e.g. Polyglycols, Silicones, Organic amines, Imines, Amides.

6. Features of LubricantsIncrease efficiency and reduce wearDissolving or transporting foreign particles and distributing heatSingle largest application is in form of Motor Oil, protecting internal combustion engines in motor vehicles and powered equipmentsAnother approach is to use ball bearings, roller bearing or air bearings which in turn require internal lubrication themselves

7. UsesOther uses are for cooking, biomedical applications on human(lubricants for artificial joints), ultra sound examinations for males and females etc.

8. ApplicationsAutomotive Industry-Engine oil, Automatic transmission fluid, Gearbox fluid, Break fluids.Tractor(One lubricant for all systems)Other motors(2 stroke engine oil)Industrial(Hydraulic oils, Air compressor oils, GasCompressor oils, Gear oils Bearing and circulating system oils, Refrigerator compressor oils)AviationMarine

9. Key Functions of LubricantsKeep moving parts apart Reduce friction Transfer heat Carry away contaminants & debris Transmit power Protect against wear Prevent corrosion Seal for gasses Stop the risk of smoke and fire of objects

10. Gear and Transmission oilsAutomotive OilsAutomotive Grease

11. Marketing Strategies

12. OEM Approval Normally there are many specifications of OEM.OEMs do extensive testing and maintains active list of approved products.Some Lubricants Mfr. Specify OEMs that use their products.E.g. Cummins, Volvo, BMW, VolksWagenIn OEMs direct marketing can be used.

13. PerformanceLubricants Mfr. Claims benefits for customers based on superior performanceGlamorous advertising, sponsorships of typically sporting events and endorsements.E.g. F1 Race by Castrol,B2B market place the marketer is normally expected to show data that supports the claims, hence reducing the use of broad claims.

14. EfficiencyThe lubricant marketer claims improved equipment efficiency when compared to rival products or technologies

15. EconomyThe 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

16. Environment FriendlyThe lubricant is said to be environmentally friendlySeveral organizations, typically government sponsored, exist globally to qualify and approve such lubricants by evaluating their potential for environmental harm.Typically, the lubricant manufacturer is allowed to indicate such approval by showing some special mark

17. QualityThe marketer claims broad superior quality of its lubricant with no factual evidenceThe quality is “proven” by references to famous brand, sporting figure, racing team, some professional endorsement etc.

18. DisposalIt is estimated that 40% of all lubricants are released into the environment.Disposal:Recycling, burning, landfill and discharge into water may achieve disposal of used lubricant.

19. Companies manufacturing LubricantsCastrolVolvolineVeedolAmichem dictionaryAnand engineers Anand oil companysAum ConsultancyBharat petroleum Corporation ld.B.M. Petrochem