1. The document discusses factors affecting buyers' behavior in industrial lubricants markets across various segments like general industrial oils, industrial engine oils, metal working fluids, and greases. 2. It analyzes the market scenario for these segments in terms of demand projections for 2021-22 and 2022-23 periods and notes volatility in prices. 3. The document identifies original equipment manufacturers and the aftermarket channels as key customer groups and evaluates their buying behaviors, preferred supplier approaches, and growth potential to drive B2B lubricants sales.

1. GROUP 4

2. DATA REFERENCES
Metal Working Fluid-Internal HPCL ReportFY21-22- Tech Portal
Survey of OEMS, Key Accounts & Channel
Kline Report- FY 21-22
04
03
02
01
2
Y2 Analysis
05
Rust Preventive Oils Analysis-Internal HPCL Report-FY-18-19

3. Strategic
Objectives
Behavioral
PROCESS
SOP’S
1. Before
2. During
3. After
Category
Shift
Analysis and
insights
Case Studies &
Success Stories
Strategic
Assessment
Of Sales
Process
Customer
Assessment
Across
Sectors
Recommendations
IDENTFYING
NEED
BUYING
PROCESS
SALES
PROCESS
VALUE
CREATION
Executive Summary
Levers Of
Change
CAPABILITIES OPPORTUNITIES

5. REGULATIONS & WASTE NORMS
BEST PRACTISES ACROSSS INDUSTRY
BHEVARIOL & PHYSCOLOGICAL
PRODUCTS
POSITIONING & CANNIBALISM
SERVICES
CHEMICALS
FMCG
AUTO
BRAND
EXTENSION
PRESENCE
POSITIONING
• PREMIUM - CHEVRON
• VALUE - HP LUBRICANTS
• COST EFFECTIVE - RESPROCESSING

6. MASLOW’S HIERARCHY OF NEEDS
LEVEL 5
ESTEEM, CONFIDENCE,
RECOGNISATION
FRIENDSHIP, TRUST,
ACCEPTANCE
SAFETY NEEDS
AIR,
FOOD,CLOTHING

7. MASLOW’S HIERARCHY OF NEEDS

8. TIMELY DELIVERY
QUALITY
AVAILABILITY
FACTORS AFFECTING BUYER’S BEHAVIOUR

9. AVAILABILITY
TIMELY DELIVERY
QUALITY
PRICE
BRAND
EQUIPMENT RELATED
SERVICES
DISPOSALBILITY OF
USED OIL
VMI/COLG
TAILOR MADE
SOLUTIONS
TFM
SUPERIOR EFFICIENCY
CORPORATE
COMMUNICATION
SALES OUTREACH
DISTRIBUTION OF
PROMOTIONAL ITEMS
CONDITION
MONITORING
USED OIL TREATMENT
Over the years, the requirements and
expectations have expanded.
FACTORS AFFECTING BUYER’S BEHAVIOUR
PACKAGING

10. AVAILABILTY
TIMELY DELIVERY
QUALITY
PRICE
BRAND
EQUIPMENT
RELATED
SERVICES
DISPOSABILITY
OF USED OIL
DISTRIBUTION OF
PROMOTIONAL
ITEMS
TAILOR MADE
SOLUTIONS COLG/VMI
SUPERIOR
EFFICIENCY
CORPORATE
COMMUNICATION
SALES OUTREACH
TFM
CONDITION
MONITORIN
G
FACTORS AFFECTING BUYER’S BEHAVIOUR
PACKAGING

11. INDUSTRIAL FINISHED LUBRICANT SCENARIO- FY 22
General Industrial Oil: 376 TMT
Industrial Engine Oil : 123
TMT
Metal Working Fluid : 138
TMT
Grease : 59 TMT
INDIAN MARKET – 717 TMT
General Industrial Oil/Others -
123 TMT (33%)
Industrial Engine Oil : 3.1
TMT (2.5%)
Metal Working Fluid : 8.3
TMT (6%)
Grease : 4.5 TMT ( 7.6%)
HPC – 140 TMT
(Excluding Processoils)

12. 12
• 2021-22 = 376 TMT & 2022-23
• Removal : 69 TMT, Forming : 28 TMT ,
Protecting – 24 TMT , Treating: 17 TMT
Macro Economic Factors Market Scenario
• 2021-22 = 59 TMT & 2022-23
• 2021-22 = 376 TMT & 2022-23
• Marine Engine Oil – 43 TMT, Rail Road – 25 TMT
,Natural Gas -8 TMT, All other 48 TMT
• 2021-22 = 376 TMT & 2022-23
• Hydrualic Oil - 189 TMT, Gear Oil – 94 TMT,
Turbine & Circulating oil– 58 TMT, Compressor
Oil -23 TMT & Refrigeration Oil – 13 TMT
• Moving towards After Market Hydraulic oil
• Product getting commoditized
• Penetration of base oil usage directedly
instead of finished product - SN 400
(IOC) & SN 700
Tailored Made –Engine Oil /Other Products
and TFM ( crucial/ Must requirement at Port
Locations)
• Mapping of Large Automotive Component/Machine Tool
manufacture
• Geographical Assement of Regions- identification of
Large/Big group companies based in individual Regions
• Big/Large Manufacturer can be Assessed and can be
defined under Different categories basis on their annual
production
• VOLATILE PRICES
Deloitte US Telco Ltd
SEGMENT
GIO
IEO
MFW
GREASE

13. 13
Deloitte US Telco Ltd
OEMS
BUYING BEHAVIOUR SUPPLIER APPROACH GROWTH POTENIAL
CORE
DRIVERS OF GROWTH IN B2B LUBRICANTS SALES

14. 14
Deloitte US Telco Ltd
AM
BUYING BEHAVIOUR SUPPLIER APPROACH GROWTH POTENIAL
CHANNEL
DRIVERS OF GROWTH IN B2B LUBRICANTS SALES

15. Deloitte
15
MATCHING CAPABILITIES WITH OPPORTUNITIES
CUSTOMER DELIGHT HANDBOOK