MJL Bangladesh Limited is a joint venture company that began blending high-quality lubricants in Bangladesh in 1998. It operates a state-of-the-art lubricant blending plant and produces automotive, industrial, and marine/aviation lubricants as well as greases. The company provides technical support services and ensures quality control at each stage of the blending and distribution process through its relationship with ExxonMobil. It utilizes various marketing strategies to increase brand awareness and loyalty such as customer programs, seminars, and sponsorship of motorsports events.

1. MJL Bangladesh Limited
Mobil House CWS (C) 9, Gulshan - 1
Dhaka 1212, Bangladesh.
Tel: +880-2-8813597/98, Fax: + 880-2-9885269
www.mobilbd.com
Welcome to MJL
Bangladesh Ltd.
Presented By:
Mahmud Hasan Ahamed
Senior Executive-Field Marketing
MJLBL

2. MJL Bangladesh Limited
www.mobilbd.com
Slide 2
 MJL Bangladesh Limited (formerly Mobil Jamuna
Lubricants Limited) is the joint venture company
between state owned Jamuna Oil Company and EC
Securities Limited (subsidiary of the East Coast
Group).
 The journey of blending world-class lubricants in
Bangladesh started in 1998 when Mobil Corporation
(after the merger known as Exxon Mobil
Corporation) decided to set up Mobil Jamuna
Lubricants Limited in partnership with the state
owned Jamuna Oil Company Limited
An Overview of MJL Bangladesh Limited

3. MJL Bangladesh Limited
www.mobilbd.com
An Overview of MJL Bangladesh Limited
Slide 3
 MJL Bangladesh Limited envisioned that
Bangladesh would be one of the few countries in
the region to blend high quality lubricants.
Accordingly, it commissioned a state-of-the-art
Lube Oil Blending Plant (LOBP) - the first of its
kind in the country - in May 2003.
Since then the production of this plant and
marketing activities of MJL Bangladesh Limited
have expanded greatly.

4. MJL Bangladesh Limited
www.mobilbd.com
4
• Engine Oils
• Transmission Fluids
• Gear Oils
• Greases
• Diesel Engine Oils
• Gear Oils
• Hydraulic Oils
MarineMarine
• Piston Engine Oils
• Jet Turbine Oils
• Aviation Hydraulic Oils
• Greases
AviationAviation
IndustrialIndustrial
• Diesel Engine Oils
• Powertrain Fluids
• Greases
Commercial VehiclesCommercial Vehicles
Passenger VehiclesPassenger Vehicles
Strategic Alignment with Exxon Mobil
MJL Bangladesh Ltd is supporting all segments with quality lubricants.

5. MJL Bangladesh Limited
www.mobilbd.com
Slide 5

6. MJL Bangladesh Limited
www.mobilbd.com
Products and Services
• Lubricants:
1. Automotive
2. Industrial
3. Marine & Aviation
• Grease:
Slide 6

7. MJL Bangladesh Limited
www.mobilbd.com
Technical Supports & Services:
Complete & Appropriate Solution:
1. Information Center at Door Step
2. Machinery Lube Survey & Consolidation
3. Training Seminar on Lubrication
4. Joint Investigation/ Trouble Shooting
5. Used Lube Oil Analysis
6. Interpretation/Recommendation on Oil Analysis Result
7. Benefit Reports to Upgrade Service
Slide 7

8. MJL Bangladesh Limited
www.mobilbd.com
Business Strategies: LOBP Operations
Base Stocks
Quality Check
(1)
Base Stocks
Quality Check
(2)
Additives
Quality Check
(3)
Blended Lubes
Quality Check
(4)
Blended Lubes
Quality Check
(5)
Blended Lubes
Quality Check
(6)
Vessel
Base Stock Tanks
ILB (Blending)
EM
Supplied
EM Supplied
Additives
Filling
Laboratory
Storing & Delivery
Delivery to
Customers
Formulation
Control & Quality
Check
ExxonMobil
Supervision
& Control

9. MJL Bangladesh Limited
www.mobilbd.com
Distribution Channel:
Slide 9
PlantPlant
WarehouseWarehouse JOCLJOCL
Regional
warehouse
Regional
warehouse
IndustryIndustry WholesalerWholesaler
RetailerRetailer LCC/IWLCC/IW
End-userEnd-user
Govt.
Organizations
Govt.
Organizations
Filling
Stations
Filling
Stations
DealersDealers

10. MJL Bangladesh Limited
www.mobilbd.com
Sales Operations: IL & Automotive
1. Wholesale/ Retail and Workshop point visit regularly.
2. Follow up distributor’s sales people’s sales performance.
3. Communication and activation of trade offers in market.
4. Ensuring the yearly target achievement of our distributor.
Slide 10

11. MJL Bangladesh Limited
www.mobilbd.com
Business Strategies
Marketing & Branding Activities :
1. Best Wholesaler Recognition Award
2. Retailers promotional Program
3. LCC Mechanics Awareness Program
4. Competitors Activity analysis
5. Road shows/ Customer Clinic/ Technical Seminar
6. Mobil Cup Golf Tournament
7. Mobil 1 – Live the Brand Experience Program
( MTC Visit)
8. Mobil 1 Club Loyalty Program
9. Mobil 1 The Grid on TV Channel of Bangladesh
10. Rally cross - The First Motor Sport in Bangladesh
11. Participation at US Trade Show
12. Joint Promotion Program with Prime Bank Limited
13. Consumers Promotion Program ( Talk-Time Offer,
Buy 1 Get 1 Free)
Slide 11

12. MJL Bangladesh Limited
www.mobilbd.com
Slide 12
Push Coach-2
Coach-1
Coach-3 Coach-4
Find the presence gaps
and Monitor sales target
to achieve specific volume
Retailer Segment
Target based Offer
Initiate Loyalty
Program
Mobil 1 Club
Pull
Key Product Based
Target for Sales Team
and Announce Rewards
Increase Product
Awareness
through Outdoor
Branding
Safety
Awareness for
Motorcyclist
Push & Pull: A Strategic Approach

13. MJL Bangladesh Limited
www.mobilbd.com
Challenges & Threat:
• Customers are not aware of lubricants.
• Adulteration of Lubricants.
• Low quality product imported from middle east.
• Wholesalers prefer to sale low quality products due to high profit
margin.
• Uneducated workshop mechanics.
Slide 13

14. MJL Bangladesh Limited
www.mobilbd.com
Solution to challenges:
SPIN Model
Slide 14
Situation
Questions
Problem
Questions
Implication
Questions
Need-payoff
Questions
. Facts/data
. Neutral
. Dissatisfaction or Difficulties
. Feelings & Concern
. Consequences/Effects of Problems
. Increased seriousness of Problems
. Solutions & their Value
. How a solution can help

15. MJL Bangladesh Limited
www.mobilbd.com
Sales Pipeline Process:
Slide 15
Prospect
Identify
Needs
Formulat
e Offer
Negotiat
e to
Close
Manage
Implemen
tation
Deliver
on
Commit
ments
Expand
Relation
ship
Stage-1 Stage-2 Stage-3 Stage-4 Stage-5 Stage-6 Stage-7

16. MJL Bangladesh Limited
www.mobilbd.com
Thank You
Slide 16