Repsol is launching its lubricant brand in India by leveraging its position as Spain's number 1 lubricant brand and association with MotoGP championship teams. It partnered with GP Petroleums to introduce Repsol in India with the brand essence of "Champion's Choice" through high profile launch events in Mumbai and Jaipur. Media coverage of the launch events in both online and print media helped establish Repsol's presence in the Indian lubricant market.

1. Case Study on the brand launch

2. Hola, Spain!
Repsol’s standing
in the Spanish market
ŸSpain's No. 1 Lubricant Brand
ŸRenowned for powering the
champion teams of MotoGP
ŸPositioned as ‘Formulated
today, designed for tomorrow’
Repsol - Case Study on the brand launch

3. Namaste, India!
The lubricant oil market in India
ŸA strong and well entrenched leader – Castrol
ŸRecent entry of newer brands cluttering the market
ŸLow involvement category - high dependence on mechanics
and petrol pump attendants for brand recommendations
Repsol - Case Study on the brand launch

4. Repsol - Case Study on the brand launch
What’s up,
mechanics?
ŸI suggest Castrol or Shell Helix as
these are easily available brands
ŸMost of my customers do not know
which oil is going in their 'gaadi'
ŸCustomers know Castrol
ŸMy customers go ahead with
whatever oil I recommend
ŸCastrol offers good incentives
and it is available
everywhere
ŸI trust what my mechanic suggests
ŸI prefer using Castrol in my vehicle
ŸMy Ride is my First Love,
I take care of it like my girl friend
ŸCastrol, Gulf, Elf
makes the vehicle smoother
ŸI prefer the one tried & trusted
by my garage
The consumer
side of story

5. Market Inferences
Repsol - Case Study on the brand launch
ŸA cluttered market with well-established brands
Ÿ‘Technology’ driven marketing
ŸRisk - Repsol getting lost in the clutter with existing global
positioning that also bends towards technology
Advantage Repsol:
ŸAn elite Spanish brand which is already established globally
and is very well associated with MotoGP and other
Motorcycle Sports, Motorcycle Lubes

6. GPPL & Repsol
Repsol - Case Study on the brand launch
India
a lucrative market for lubricants; steady two wheeler growth rate - YOY: 12.9%*
(clubbed with other market factors)
GP Petroleums
leverage Repsol's brand equity as premium segment lube brand and eventually
push Ipol - as non premium segment lube brand
ŸStrengthen their footprint and market share in automotive lubricant industry
ŸMaking GP - Repsol association a perfect marriage
*Source: ETAuto.com
Decoding brand Repsol
Discriminator:
An established legacy of performance
RTB:
Powering the champion team of MotoGP

7. Arriving at the
Indian Positioning
Repsol - Case Study on the brand launch
ŸIndia’s fascination with ‘winners’ and motor racing
ŸEstablishing trust - not ‘claiming’ it, but asserting
it through credibility
Champion
Winners
Credibility

8. Brand Essence for India
Repsol - Case Study on the brand launch
Champions' Choice

9. Launching Repsol in India
Repsol - Case Study on the brand launch
Grand Launch Event organised
ŸMumbai
ŸJaipur
Event Conceptualisation
Suggestions,
selection and finalisation of
ŸVenue
ŸCelebrity Chief Guest
ŸEntertainment programmes
ŸCelebrity Host
Major Highlights:
ŸSuresh Raina - Invited as Chief
Guest at Mumbai Launch Event
ŸSonu Sood - Invited as Chief Guest
at Jaipur Launch Event
ŸEvent Host: Archana Pania
ŸLaunch Videos
ŸProduct Packshots Revelation
ŸDance Performances
ŸLimited edition Repsol MotoGP Bike

10. Mumbai Event Photos
Repsol - Case Study on the brand launch

11. Jaipur Event Photos
Repsol - Case Study on the brand launch

12. TVC
Repsol - Case Study on the brand launch

13. Audio Visuals
Repsol - Case Study on the brand launch

14. Photography
Repsol - Case Study on the brand launch

15. Branding Elements
Repsol - Case Study on the brand launch

16. Branding Elements
Repsol - Case Study on the brand launch

17. Reactions
Repsol - Case Study on the brand launch
ŸRepsol: They came, they saw, they conquered....
the mass media
ŸMedia reactions were seen in both - online and print media

18. Online Media Coverage
Repsol - Case Study on the brand launch

19. Repsol - Case Study on the brand launch
Print Media Coverage

20. L e t s S t a r t …
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