This document is a marketing proposal for Delo Sports synthetic blend diesel oil. It outlines the Sri Lankan diesel oil market which is 50 million liters annually and dominated by Chevron with 85% market share. The proposal recommends increasing brand awareness of Delo Sports through advertising, public relations, and endorsements. It proposes promotional activities, budgets, and an evaluation plan to increase Delo Sports' market share among commercial and consumer buyers.

1. Delo®
Sports
MarCom Proposal
Prepared By:
C. Jemuel Nilukshan

2.  50 million litre market per annum.
 15 players inclusive of Chevron.
 85% market share.

6. Caltex Delo® Sports Synthetic Blend SAE 10W-30
 Premium Quality
 High Performance
 Low Viscosity
 Synthetic Blend Diesel Oil
 Prolongs Engine Life
 Environment Friendly

7. Market Share
Other
15%
Chevron
85%
Market Revenue Composition
Commercial
40%
Consumer
60%

8. Marketing Communication Objectives
Consumer
 Increase awareness by 40% within the end of 2012 and capture the
remaining by mid 2013.
 Position the brand among premium 4x4 type vehicle users.
 Secure 80% of brand preference among the target market by mid
2013.
Commercial
 Generate loyalty towards the brand.
 Educate the sector, thus increasing preferential selling by
intermediaries.

9. Communication Strategies & Mix
Consumer : Pull
 BTL advertising
 Public relations
 Professional endorsements
 Mass media profiling
Commercial : Push
 Increased margins
 Personal selling
 Trade promotions
N.B.: Incorporation of profiling

10. Promotional Schedule
2012 2013
Activity Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Commercial
Trade promotions X X X X
In store support X X X X
Allowances X X X X
Personnel Selling X X X
Consumer
Magazine X X X X X X X X X
Television-Caltex X X X X X X X X X
Public relations X X X X X X X X X
Sponsorship X X X X X X

11. Budget Allocation 2012
Profile
10%
Pull
30%
Push
60%
Budget Allocation 2013
Push
Profile
10%
20%
Pull
70%

12. Evaluation & Control
Quantitative
Qualitative
 Variance analysis
 Behavioural understanding
ROI
Perception analysis
 KRA & KPI revisions
 Pre, during & post campaign
 Market share & growth ratios research

13. Thank You