Final deck of Socratix Case Study Competition 2020, presented by our team. We were runners-up

1. Marketing Plan for
MAK Titanium | MAK AdBlue
Team 116

2. Industry Overview
India
3rd Largest Market
Sources : Kline, FUCHS
Volumes by Segment
CV (31%) PV (16%) Industrial (53%)
Source : MotorIndiaOnline
Growth
2.6 %
Volume
3 MMT
Value
6 – 6.5 B
0
200000
400000
600000
800000
1000000
1200000
FY14 FY15 FY16 FY17 FY18 FY19 FY20
CV Sales Trend
Source : SIAM Source : ET
Highly Deregulated
Market
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Click the capsule to move
Team 116

3. Industry Analysis
Policy Intervention & Regulatory
Framework by Govt.
Recent Advancements in Engine
Technology
Sharp Focus on Environment and
Sustainability
Strong growth prospects
(Industrialization and Infra Building)
KEY ENABLERS
Advantage India Inc.
Unlocking Rural
Strong Prospects of the
Rural Economy with huge
Untapped Potential
Going Digital
Increased Smartphone &
Internet penetration
improves customer
engagement
Indian Growth Story
Increased Domestic
Consumption & Rising
Brand Consciousness
Policy Support by Govt.
Schemes like Make in India
& PLI to boost local
manufacturing
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

4. Marketing Mix of Titanium
0
1
2
3
4
5
Quality
Availability
Brand Recall
Strategic
Partnerships
MAK Titanium Castrol Vecton Servo Pride NXT Shell Rimula R5 LE
MAK Titanium – Situational Analysis
Competitor Analysis
OPPORTUNITIES
STRENGTHS
WEAKNESSES THREATS
Product Promotion
Place Price
✓ Synthetic Technology developed for
BS VI
✓ Backward Compatible
✓ Available in 2 viscometry (15W40 &
10W30) & 3 SKUs each
✓ Grand Launch conducted in Oct 20
✓ Direct Marketing with Fleet customers
✓ Digital Marketing through social media
handles
✓ Retail Outlets
✓ Bazaar Counters
✓ Product Placement done in all Sales
Areas
✓ Most VFM Grade among the
competition
✓ Credit Note of INR 7 per Ltr to CPs
✓ Coupon value of up to INR 1000 in 15L
SKU
✓ Advanced Technology and R&D
✓ Dense Distribution Network
covering all classes of cities
✓ Competitive Pricing
✓ Late Entry to the Market
✓ Lack of OE Partnerships
✓ Room for improvement amongst
mechanic fraternity ✓ Govt. Regulations wrt Pollution
✓ Growing Domestic Consumption
& Rapid Industrialisation
✓ Govt. Initiatives like BharatMala
✓ OEMs increasing their Warranty
periods
✓ Adoption of Electric Vehicles
✓ Fluctuations in Base Oil Prices
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

5. Point of Parity
Backward Compatibility
Designed for BS VI Engines
Fuel Economy Benefit
MAK Titanium – STP & Strategy Group Map
Segmentation
✓Based on Emission Norms
(BS I,II,III,IV,VI)
✓Based on OEM
Targeting
✓Initially target BS IV segment,
gradually focusing on BS VI vehicles
✓Vehicles that are outside warranty
Positioning
Synthetic Property
Point of Differentiation
None
Proposed Brand Mantra
Unlock the potential of your engine
Brand Recall
Price
➢ The aforementioned brand mantra creates a straddle
positioning that caters to both BS VI and Backward
Compatibility
➢ 10W30 variant should be named “Titanium 10W30 Fuel
Saver” to communicate Fuel Efficiency benefit to customers
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

6. Awareness – Brand Activation
Jumping in on the Monolith bandwagon, Monoliths with
Titanium branding to be installed in Transport Hubs
Mechanics/Owners/Drivers are invited to participate in a
Game by giving a missed call
Contest is to identify 5 Counters in their market, where
MAK Titanium has been placed. On finding them and
sharing the photo as their status, they get a gift from the
CP
Creates a buzz among the transport fraternity, which
rubs on to the retailers in the area
Winners get a 20L Pail of MAK AdBlue as the Prize
If the winner requires DEF, they’ll become a user of MAK
AdBlue. If they don’t require DEF, they will become brand
advocates of MAK and sell amongst their network
2021 2025
2023
2022 2024
MAK Titanium - Marketing Plan
✓Create Awareness
about Product &
Benefits to all key
stakeholders
✓Involve the
stakeholders
through creative
campaigns
ATTENTION
INTEREST & DESIRE
ACTION
✓Communicate
Positioning strategy
to incite interest
✓Focus on vehicles
coming out of
warranty by
highlighting value
proposition
✓Leverage on
relationships &
brand recall to
initiate action from
customer
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

7. Info about Fleet size,
Routes travelled &
Geography
Data about Lubes consumption
& competition
Become a Solution provider by
offering assistance in real time
through chat feature
Nano targeting through
sending customised push
messages
App Activation & Creation of Power Brands
✓ Currently, PCVO portfolio is cluttered with many
brands, resulting in weak brand recall
✓ The Brand - Fleet, has enjoyed good success, partly
due to the name being relevant to the segment &
relatable by stakeholders
✓ Create power brand called Fleet, by clubbing CI4,
Platinum, Platinum Plus
✓ CVO segment to have only 2 major brands in Heavy
Duty Segment
▪ Non-synthetic - Fleet
▪ Synthetic - Titanium
✓ This will enable Titanium to differentiate itself and
stand out in Heavy Duty CV segment
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

8. Lowest
Heat Map of PCVO Sales
(Retail & Bazaar)
Gradient
MAK Titanium – Strategy Based on Geography
High
Low
Proposed Greenfield
Expressways
Top 10 States contributing to National GDP
State % Contribution
Maharashtra 14.1%
Tamil Nadu 9.0%
Uttar Pradesh 8.7%
Karnataka 8.3%
Gujarat 8.0%
West Bengal 6.1%
Rajasthan 5.0%
Andhra Pradesh 4.7%
Telangana 4.7%
Madhya Pradesh 4.4%
Source : Data from MOSPI (FY1920)
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
State
% Contribution to
natl. CV Sales
MAHARASHTRA 14%
UTTAR PRADESH 10%
TAMIL NADU 9%
KARNATAKA 7%
GUJARAT 6%
RAJASTHAN 6%
MADHYA PRADESH 6%
HARYANA 5%
WEST BENGAL 4%
ODISHA 4%
Source : Rushlane
Team 116
✓ Focus on states where there is huge
disparity in sales between Retail &
Bazaar in PCVO segment, implying
that one channel is being
underutilised
State Reseller Retail
Madhya Pradesh 33% 67%
Rajasthan 79% 21%
Chhattisgarh 32% 68%
Goa 23% 77%
Himachal Pradesh 34% 66%

9. Year FY21 FY22 FY23 FY24 FY25
% Contribution
in FY25
Volume (MT) 14 155 202 233 310 31%
Backward
Compatibility
Growth % 25% 33%
64%
Volume (MT) 26 120 384 480 638
Marine Segment 42 45 48 51 55 5%
Total (MT) 1,003 100%
Lubes Market 28,00,000
CV Share (31%) 8,68,000
PCVO Share in CV Segment 4,68,720.00
CI4 & CI4+ Grades' Volume 3,37,478
Annual Lube Consumption (Ltr) 43
CV Sales for FY1920 7,20,000
Year FY22 FY23 FY24 FY25
% of Vehicles dropping from
Warranty
10% 13% 15% 20%
No. of Vehicles out of Warranty 72,000 93,600 1,08,000 1,44,000
Lubes Consumption in MT 3,102 4,032 4,652 6,203
Total (5% of Total Sales) 155 202 233 310
Volume Projection for Titanium Other Strategies
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116
✓ For the sake of focus, internally a new
product group should be created for MAK
Titanium (SPCVO). This will help in greater
accountability and enable to have more
meaningful discussions with CPs
Other Strategies
✓ For the sake of focus, internally a new
product group should be created for MAK
Titanium (SPCVO). This will help in greater
accountability and enable to have more
meaningful discussions with CPs
✓ With online sales of Lubricants picking up,
CPs should explore avenues of selling
products through e-commerce portals like.
Incentive structure to be designed to
encourage adoption

10. MAK AdBlue – Analysis
Product
Place
Promotion
Price
Marketing Mix Market Research Findings & Inferences
✓ Renowned AdBlue trademark licensed from VDA
✓ Available in 4 SKUs
✓ Product comes in HDPE packaging
✓ Available predominantly in ROs
✓ Direct marketing of product & its benefits to
Smartfleet customers
✓ Creatives shared on social media handles
✓ Meetings conducted with Dealers to educate them
✓ No credit note component present
✓ No slab based pricing
Reason for using AdBlue/DEF
71%
8%
4%
13%
4%
Recommended by Vehicle Manufacturer
For Better Mileage
To reduce smoke from vehicles
Don't know
Others
33
29
0
38
Retail Outlet/Petrol Pump
Bazaar Counter
Transport Hub
Authorised Service Centre
Place of buying AdBlue/DEF
Parameter Importance
Availability 3.42
Vehicle Manufacturer’s Recommendation 3.13
Price 1.88
Brand Name & Quality 1.58
Ranking of parameters based on importance given
while buying Adblue/DEF. Awareness about MAK AdBlue
Insights
✓ Tata DEF users switching to buy from ROs due to availability
✓ Buyers from Bazaar counters are predominantly unaware about MAK AdBlue
✓ General lack of awareness about reason for using AdBlue
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

11. Transition from Low Involvement
to High Involvement Category
MAK AdBlue – STP
Segmentation Targeting Positioning
✓Based on Emission Norms
(BS I,II,III,IV,VI)
✓Based on vehicle manufacturer
✓BS IV – Tata, Eicher, Bharat Benz, M&M
✓BS VI – All vehicles
Point of Differentiation
Availability in both Retail & Bazaar channels
Point of Parity
Reduction of NOx emissions
✓For an extremely low involvement category,
linking the product to an engaging issue increases
the level of involvement
✓Marketing communication should trigger strong
emotions related to personal values, which will
increase the level of involvement
Proposed Brand Mantra - Make Earth a Better Place
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

12. MAK AdBlue Positioning - Creatives
Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
Team 116

13. Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
MAK AdBlue – Marketing Plan
State (DEF/HSD)*10000
HSD Sales of Top 50
Dealers (kL)
Maharashtra 0.74 92775
Haryana 1.47 85784
Uttar Pradesh 0.71 85231
West Bengal 0.97 52615
Punjab 1.03 40694
Rajasthan 0.81 39463
Chhattisgarh 1.39 33174
Bihar 1.40 32489
Delhi 0.40 27091
DEF Geographic Gap Analysis
National Average = 1.59
State
% of Dealers not
uplifting DEF
Uttar Pradesh 89%
Rajasthan 85%
Telangana 85%
Bihar 85%
Punjab 89%
West Bengal 92%
Haryana 88%
Jharkand 86%
Chhattisgarh 87%
Assam 90%
% of Dealers not uplifting DEF
➢ With availability being a determining factor for DEF purchase and
DEF being closely linked to HSD consumption, non-availability of
DEF has potential to adversely impact HSD sales as well
➢ To make the Dealers understand the importance of this, we have
to implement disincentivizing strategy
➢ ROs to be given % Targets in terms of DEF:HSD. If they don’t
achieve, they lose out on Lubes’ incentives
➢ ROs uplifting more than 400 kL pm to mandatorily have AdBlue
dispenser at the forecourt
➢ Close liaison with Retail SBU to implement the aforementioned
strategies
Team 116

14. Industry Overview
& Analysis
Titanium
As-is Analysis
Titanium
Marketing Plan
Titanium
Projections
MAK AdBlue
Analysis & STP
MAK AdBlue
Marketing Plan
MAK AdBlue
Projections
MAK AdBlue – Projection & Other Strategies
Year FY21 FY22 FY23 FY24 FY25
%
Contributi
on in FY25
Retail Outlets
DEF : HSD Ratio (in %) 0.02% 0.20% 0.35% 0.55% 0.70%
75%
Volume (KL) 4,443 44,428 77,750 1,22,178 1,56,134
Bazaar
Channel
Growth % 157% 186% 152%
15%
Volume (KL) 100 7,000 11,000 20,500 31,226
Transport
Hubs
Volume (KL) 0 5,667 9,000 15,000 20,818 10%
Total (KL) 2,08,178 100%
HSD sales p.a (FY 2019-20) in KL 2,22,14,154
AdBlue target for FY 2025 (in KL) 2,08,179
Dissemination of target Share of Target Volume (KL)
Retail Outlets 75% 1,56,134
Bazaar Channel 15% 31,227
Transport Hubs 10% 20,818
Target to be achieved by Retail Outlets in terms of HSD sales 0.70%
Team 116
Other Strategies
✓ To promote uptake of MAK AdBlue in Bazaar Channel, bundling
strategy has to be used with PCVO grades (15L SKU)
Particulars/Product
Brand
Adblue
20L
Fleet 15L
Platinum Plus
20L
MRP/pack 1,100 4,125 7047
Retailer's landed
price/pack
1,000 3,490 4,826
CP Landing Price 790 2,793 4,118
CP margin/pack 210 697 709
Actual price of bundled
products to retailer
- 4,490.44 5,826.36
Bundled Price to Retailer 3,936.01 5,197.80
Net margin to PLD 353.00 290.00
Net margin to Reseller 1,288.99 2,949.20
✓ Installed at Major Transport Hubs
✓ Execution and maintenance by respective PLDs
✓ Eases availability
✓ Ensures First Mover Advantage in this pocket
AdBlue Dispensers at Transport Hubs & Logistics Parks

15. H A N K
Y O U
T
Team 116
One brand that can achieve Total annihilation of competition, creating a Gulf between the other players, thereby
pushing them into their Shells and standing tall like Petronas towers is MAK